Plan de comunicación y marketing digital para Ecuatrack rastreo satelital

Abstract

Abstract: This thesis presents a digital marketing and communication plan for Ecuatrack Satellite Tracking, with the aim of improving its positioning and strengthening its presence on digital channels. Following a communication diagnosis, shortcomings were identified such as low interaction on social media, limited content planning, and a lack of clear strategies for acquiring customers. Therefore, an analysis of the environment, market, and consumer behavior was conducted, allowing for the creation of a representative buyer persona and the segmentation of the market according to demographic, psychographic, geographic, and behavioral variables. The plan proposes tactics such as the creation of relevant content, personalized attention via WhatsApp Business, and the use of emotional messages focused on security and trust, with specific objectives such as increasing engagement on social media by 25% and customer acquisition by 35% within twelve months. Through creative approaches, tactical messaging, and strategic actions, the goal is to build an active digital community, improve brand perception, and generate higher conversion rates, thus consolidating Ecuatrack as a reliable leader in vehicle tracking.