Diseño de una propuesta de medios digitales para el mejoramiento de la presencia digital de la empresa Rent Advisor

Abstract

This study specifies on digital media strategies, a proposal is designed to improve the digital presence of the company Rent Advisor, dedicated to the rental of technological equipment, located in the City of Bogotá with commercial presence nationwide; this proposal goes through the phases of identification of the digital tools used by the company, the analysis of the competition and the strategies of digital marketing positioning. In the first phase of this project, in which the current use of tools for digital positioning is emphasized, there is little presence of the company in social networks, although it has SEO and SEM strategy that has allowed it to have the website with positioning, its search keywords are focused in the wrong way. In the second phase, the analysis of the competition, there is a clear advantage of its biggest competitors, because they guide and are active in social networks, in addition, their SEO strategy is well focused, since their keywords have a high search trend, Finally, the formulation of digital marketing strategies is reached through an action plan to give a better positioning to the company, introducing advertising campaigns on Facebook, Instagram, LinkedIn and Google ADS, focusing these campaigns on brand recognition, conversion and reach, in this way the projection of a budget is generated and metrics are established that will allow evaluating the performance of the campaigns.