Diseño de una propuesta de medios digitales para el mejoramiento de la presencia digital de la empresa Extrucol S.A,

Abstract

This study focuses on examining digital media strategies and proposes an initiative to improve the online presence of Extrucol S.A., a company that produces and distributes polyethylene pipe and fittings, with nationwide operations. The proposal covers the identification of digital tools used by the company, analysis of competition, creation of digital campaigns and formulation of digital marketing strategies. Initially in the research, a low presence in social networks is observed, despite having SEO and SEM strategies that have positioned its website, with good traffic results, although with possible changes in the keywords used. When analyzing the competition, it is evident that some of them have an advantage in social networks and well-focused SEO strategies. Therefore, it is proposed to implement advertising campaigns on Facebook, Instagram, LinkedIn and Google Ads, oriented to brand recognition and conversion, accompanied by an action plan with budget and metrics to evaluate their performance and expected results in social networks.