Plan de marketing y comunicación digital para la empresa CSR Ingeniería

Abstract

Abstract: The purpose of this Curricular Integration Project was to develop a digital marketing and communication strategy for CSR Ingniería. The goal is to strengthen its presence in the digital environment and increase its visibility in the B2B market within the Ecuadorian fire protection sector. The analysis was conducted with a qualitative approach, using methods such as document review, direct observation of its online presence, and the formation of a focus group composed of corporate clients. The findings revealed that the digital communication strategy was deficient, posts were infrequent, automated tools were used sparingly, and the company's technical value proposition was not accurately differentiated in the digital space. Based on the diagnosis, a strategy was established focusing on professional social media networks, content optimization, SEO enhancement, and the creation of technical content aimed at attracting and retaining corporate clients.