Diseño de un plan estratégico de comunicación digital para la microempresa “Comisariato del Aceite”, en la ciudad de Quito.

Abstract

The establishment “Comisariato del Aceite” located in the city of Quito, a venture of Mrs. Olga Añasco since 2003, has changed and expanded over time to become a distributor of oil and filters for automobiles and heavy vehicles. for major and minor. The establishment's partners have determined that it is necessary to create a strategic digital communication plan with the intention of having a better connection with the target audience, which from now on will be called the virtual community, by disseminating a message through digital platforms. The strategic digital communication plan will be based on current communication models and new information technologies; Research with primary and secondary sources will serve to identify problems and establish highly effective strategies. The strategic digital communication plan of the “Comisariato del Aceite” establishment responds to the need to establish real, possible and measurable goals and objectives. This need originates from what happened during the Covid-19 pandemic, at which time complete communication with the outside world was lost. Currently, the establishment already has profiles on different social networks (Facebook, Instagram, TikTok) and has a minimum number of followers. The strategies that have been selected are designed to start the process of linking with users, creating virtual communities, improving relationship marketing with a more personalized service.