Plan de comunicación estratégica y marketing digital para la empresa BASCULAS IECOB

Abstract

Abstract: This study focuses on the development of a communication and digital marketing plan to improve the positioning and image of Bascules IECOB, strengthen its presence on social media, enhance brand perception, expand its geographical reach, and align with technological and sustainability trends. The study includes PESTEL and SWOT analysis, evaluation of the marketing mix, and surveys conducted with 14 clients; through this, a lack of communication regarding the product s advantages, limited digital marketing efforts, and the need to improve corporate image were identified, although there is potential for growth in the industrial sector. To address these challenges, a plan is proposed with the objective of improving online visibility, creating and optimizing the website through SEO strategies, and developing content related to weighing technology. The plan also includes email marketing campaigns, product testing, promotions, participation in social media platforms such as LinkedIn, Facebook, and Instagram, attendance at industry events, and a referral program to increase customer loyalty; these strategies, once implemented, will require evaluation to measure their effectiveness and make improvements. The research highlights the need for companies in this sector to adopt digital marketing strategies, reinforcing the importance of effective communication, geographical diversification, and the improvement of corporate image in the current competitive environment. Through the implementation of the plan, Bascules IECOB is expected to position itself in the sector and increase its market share.