Plan de Marketing y Comunicación Digital para la empresa Aquaterra Realty

Abstract

Abstract: The objective of this curricular integration project was to develop a digital marketing and communication plan for the real estate company AquaTerra Realty, aiming to strengthen its digital positioning, increase visibility, and generate potential clients. The research employed a mixed-methods approach, combining qualitative techniques such as document review, direct observation, and in-depth interviews with a survey administered to a small group of the company's clients. The results helped identify strengths in customer service quality, legal backing, and the trust the company inspires. Weaknesses were also identified, including the lack of an SEO strategy, limited automation of sales processes, underutilization of digital analytics tools, and an absence of advertising campaigns. Based on this diagnosis, a digital marketing and communication plan was designed. It incorporates various advertising strategies to launch campaigns, improve lead management through digital tools, and create valuable content for the target audience, thereby optimizing the brand's digital positioning. Additionally, the plan aims to contribute to achieving business objectives through measurable strategic actions.