Plan de marketing digital para la empresa SEGIRN Seguridad Especializada C.L Otavalo, Ecuador, 2025-2026

The objective of the research is to increase the visibility and positioning of the company SEGIRN SEGURIDAD ESPECIALIZADA CL through digital advertising strategies. Using the MEFI and MEFE matrices, internal strengths and weaknesses, as well as external opportunities and threats, were analyzed, identifying key strategies for short, medium, and long-term objectives.In the short term, actions such as linkbuilding campaigns to increase organic traffic, advertising on Google Ads and other search engines, and segmentation of advertising according to the target audience and location were proposed. Additionally, it was recommended to define priority social networks, implement advertising campaigns on these platforms, and collaborate with influencers to generate credibility.In the medium term, the focus was on strengthening the presence and engagement on the website and social networks through the creation of attractive and relevant content, active monitoring of interactions, and segmented email marketing campaigns. In the long term, it was suggested to improve the user experience and customer service on digital channels, facilitating the hiring process and using data to continuously optimize strategies.The methodology included data analysis, interviews with industry experts, and implementation of pilot campaigns. The results showed a significant increase in the company's online visibility and engagement, confirming the effectiveness of the implemented strategies.The conclusions highlight the importance of adopting technology and data analytics, adequate segmentation of the target audience, development of a comprehensive online presence, and creation of quality content. It is recommended to implement a CRM system, continuous staff training, greater investment in paid advertising, optimization for mobile devices, and exploration of new emerging digital marketing channels. Also, In the study on private security services, significant correlations were identified between advertising and the use of these services, as well as between company awareness and their utilization. The integration of advanced technologies also showed a strong relationship with the perception of effectiveness. However, in areas considered safe, the perceived need for additional services decreases. These findings highlight the importance of brand recognition and the adoption of technologies to improve the perception and use of private security services.

• Autor principal: Rivera Paredes, Orlando Francisco (author)
• Format: bachelorThesis
• Publicat: 2024
• Matèries: redes sociales, contenidos atractivos, optimización digital, análisis de datos, monitore
• Accés en línia: https://repositorio.puce.edu.ec/handle/123456789/45036