Plan de comunicación digital para implementar en la “empresa Pedro Araneda Ferrer & Hijos

Abstract

This research focuses on the development of a communication plan for the company Representaciones Pedro Araneda Ferrer & Hijos. The process was carried out through a descriptive methodology with a mixed approach, that is, qualitative and quantitative, the first was carried out through a bibliographic evaluation that supports the research. The quantitative part was carried out through the evaluation of the collected data presented in frequency tables processed in SPSS. Among the main results found, after the application of a questionnaire to the entity's clients, it was identified that the majority are men between 34-38 years of age, in addition there is 100% confidence in the company, the means of communication by the customers find out about the products and prefer is social networks. Based on the above information, a communication plan was executed, which includes strategies to improve communication, generate greater web traffic and greater positioning of the institution