Plan de marketing y comunicación digital para la empresa Radio Latina 88.1 FM

Abstract

Abstract: This study develops a digital marketing and strategic communication plan for Radio Latina 88.1 FM, with the objective of improving its positioning and increasing its competitiveness in the Quito market. Through a mixed-methods approach incorporating interviews, technical audits, and a census data were gathered that reveal a significant gap between the high level of loyalty among the station s current listeners and its inadequate digital strategy. As its primary contribution, the research proposes a comprehensive strategy that optimizes digital assets and redefines the station s social media presence, enabling it to evolve from a traditional format into a transmedia management model one that ensures commercial sustainability while strengthening communication with new audiences.