Plan de marketing comunicacional para el impulso de la electromovilidad en el transporte público en buses de la ciudad de Cuenca

Abstract

Electromobility has gained relevance in recent years due to the environmental impacts of internal combustion engines and their effects on health and the environment, especially in densely populated urban areas. In Ecuador, a legislative plan has been proposed to promote the transition to electric transportation, particularly in the public and cargo sectors, by 2025. However, this proposal has not been consistently developed, and there is a general lack of awareness about the benefits of changing the energy matrix in public transportation. This research aims to develop a marketing communication plan to promote electromobility in the public bustransportation system in Cuenca. Strategies were implemented to effectively communicate the benefits of electric mobility. A mixed-methods research design, both qualitative and quantitative, with a descriptive approach, was used, employing surveys and a literature review. This allowed for the design of a marketing plan targeted at different age groups that frequently use public transportation in Cuenca. The conclusions show that traditional media remain relevant, convey more trust, and have greater reach than digital media. Therefore, the communication plan focused on delivering messages through both traditional and digital media, tailoring the message according to the target group in each medium.