Estrategia de publicidad de las 3h (hero-hub-help) para promover la oferta de Auto Tapicería Ortiz a través de las redes sociales
This research proposes the application of the HERO-HUB-HELP strategy to optimize the digital communication of Auto Tapicería Ortiz, a company with more than 20 years in the market but with a limited presence on social media. Despite its track record and recognition in the sector, the company does no...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2025
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| Subjects: | |
| Online Access: | http://dspace.unach.edu.ec/handle/51000/16000 |
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Add Tag | Summary: | This research proposes the application of the HERO-HUB-HELP strategy to optimize the digital communication of Auto Tapicería Ortiz, a company with more than 20 years in the market but with a limited presence on social media. Despite its track record and recognition in the sector, the company does not have a clear content strategy or adequate digital positioning, which limits its reach and ability to attract potential customers. The study uses a mixed approach, combining qualitative and quantitative methods to analyze the company's current situation and evaluate its performance on social media. Observations of its digital content and surveys of customers and users were conducted to understand their expectations and interests in relation to the brand. Based on the results obtained, the need to structure a content strategy that not only promotes its services but also generates interaction and loyalty with the audience was identified. The proposed strategy is divided into three levels: HERO, which seeks to attract new customers through high-impact content; HUB, designed to maintain interest and strengthen the digital community through regular posts; and HELP, which provides useful and educational information to answer questions and improve the user experience. The implementation of this model will allow Auto Tapicería Ortiz to improve its positioning in the digital environment, generate greater engagement with its audience, and, consequently, increase its competitiveness in the market. The findings of this research demonstrate that proper social media content management is key to the success of today's businesses. By applying innovative and structured strategies, brands can optimize their digital presence and boost their commercial growth. |
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