Plan De Marketing Y Comunicación Digital Para La Unidad Técnica Y Tecnológica Utpl Tec

Abstract

Abstract: The objective of this research was to design a digital marketing and strategic communication plan to consolidate ACEQTRA S.A.S., a company based in Samborondón, Ecuador, that provides accounting outsourcing, financial consulting, and tax advisory services. The research stems from the need to strengthen the organization's digital presence; although the firm offers quality services and maintains a portfolio of satisfied clients, it lacks a structured strategic communication plan to improve its market positioning and attract new clients. The study employed a mixed-methods approach, integrating both qualitative and quantitative techniques. The diagnostic phase involved a document review using a SWOT analysis, direct observation of the company s digital channels, an in-depth interview with General Management to develop an advertiser s brief, and a survey of 45 users. Combining these instruments provided a comprehensive overview of the firm's current situation. The results highlighted strengths such as service quality, personalized attention, and high levels of client satisfaction. Conversely, weaknesses were identified, including a limited digital presence, the absence of strategic planning, the lack of a website, and the absence of key performance indicators (KPIs) to measure the effectiveness of communication initiatives. Ultimately, the implementation of this plan will contribute to fostering the company's growth within the professional services sector.