Plan de comunicación digital para impulsar el crecimiento comercial de la Agencia de Publicidad Dedo Gordo

Abstract

This project proposes the design of a digital communication plan for the Dedo Gordo Advertising Agency with the general objective of reinforcing the commercial strategy of the organization and attracting new clients. The study had a mixed research methodology, descriptive in nature that first identified from a survey of potential customers the consumption habits of products and / or advertising services, such as content and communication channels through which they acquired these services. Subsequently, digital tactics of the competition were recognized, to build a plan that would respond to market demand and allow improving commercial management alternatives and an assessment by the commercial team from a structured interview.

Finally, a series of tactics were developed that responded to the needs and trends identified in the market, concluding with the creation of a web portal, the design of a portfolio of services and the generation of commercial content in the lines of printing, web design, stands, signage and pop material for corporate communication channels with email and the WhatsApp social network, recognized in the study as spaces of consultation and search for these types of services by the target audience. The results obtained from the market survey, provided valuable information that allowed to trace a route for the development of the plan where opportunities for improvement in the promotion of the agency's services were identified and messages with valuable content were designed to attract potential customers.