Plan de marketing y comunicación digital para la empresa Axioma Legal Group

Abstract

Abstract: This research aims to design a digital marketing and communication plan for Axioma Legal Group, a law firm based in Quito. The firm specializes in legal counsel and representation-both in and out of court-with a specific focus on traffic matters, road accidents, and specialized defense for drivers and transport operators. The study began with an assessment of the current situation, identifying factors that limit the firm´s digital positioning, brand recognition, and client acquisition. Data collection involved a mixed methods approach, including document review, direct observation, an in-depth interview with the firm´s manager, and digital surveys conducted via Google Forms with 37 clients. The findings revealed a positive perception of service quality and strong acceptance of the legal counsel provided, highlighting the need to strengthen the firm´s communication strategy and digital presence. Consequently, a strategic proposal was developed, featuring segmented digital campaigns, audiovisual production, educational content, strategic partnerships, and the promotion of the ´´24/7 Legal Plan´´ as a key differentiator. Implementing this plan will optimize communication, solidify the firm´s market positioning, and increase client acquisition within the legal sector.