Plan de marketing y comunicación Digital para la Empresa Asiauto S.A.

Abstract

Abstract: This project develops a digital marketing and communication strategy proposal for Asiauto S.A., a multi brand automotive dealer. The company sells brand such as KIA, Hyundai, Honda and JAC in Ecuador. The project is based on a diagnosis of the internal and external environment of the company, where a series of opportunities to improve in the digital positioning, content creation based on values and strengthening of the participants' interaction is identified. Thanks to the market segmentation and the analysis of different buyers' personas, the target audience is established, and marketing strategies are developed based on the needs and habits of current consumers. The proposal encompasses actions of digital marketing, multimedia content production, advertising campaigns, strengthening of social media and closer communication with current and future clients. It intends to make the company achieve a higher digital visibility, create a closer communication with the audience and consolidate the position of a reliable and innovative company within the Ecuadorian automotive industry.