Plan De Marketing Y Comunicación Digital Para La Compañía En Taxis Convencional Palmar Taxis S.A. Paltaxtrans

Abstract

Abstract: This curricular integration project presents a digital marketing and strategic communication plan designed for the conventional transport company Palmar Taxis S.A. ( PALTAXTRANS ) in the province of Santa Elena. In light of the growing competition from technology-based mobility platforms, this study addresses the company s limited online presence through a qualitative approach descriptive and analytical in scope employing key techniques such as document review, direct observation, web analytics, interviews, and surveys. The primary outcome of the research is the formalization of well-structured operational strategies that add value to the customer experience. This includes the implementation of customer service through preferred, immediate communication channels such as WhatsApp and social media alongside targeted digital advertising. Consequently, the project provides a methodological and practical framework that enhances brand visibility, helps attract new users, fosters loyalty among existing customers, and ensures the company s competitive sustainability within today s globalized market.