Plan de marketing digital para la empresa SEGIRN Seguridad Especializada C.L Otavalo, Ecuador, 2025-2026
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Date
2024
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Volume Title
Publisher
PUCE - Ibarra
Abstract
El objetivo de la investigación se basa en incrementar la visibilidad y posicionamiento de la empresa SEGIRN SEGURIDAD ESPECIALIZADA CL mediante estrategias de publicidad digital. Utilizando las matrices MEFI y MEFE, se analizaron las fortalezas y debilidades internas, así como las oportunidades y amenazas externas, identificando estrategias clave para objetivos a corto, mediano y largo plazo. A corto plazo, se propusieron acciones como campañas de linkbuilding para aumentar el tráfico orgánico, publicidad en Google Ads y otros motores de búsqueda, y segmentación de la publicidad según el público objetivo y ubicación. Además, se recomendó definir las redes sociales prioritarias, implementar campañas publicitarias en estas plataformas, y colaborar con influencers o expertos en el tema para generar credibilidad. En el mediano plazo, se enfocó en fortalecer la presencia y engagement en el sitio web y redes sociales mediante la creación de contenidos atractivos y relevantes, monitoreo activo de interacciones, y campañas de email marketing segmentadas. A largo plazo, se sugirió mejorar la experiencia del usuario y el servicio al cliente en canales digitales, facilitando el proceso de contratación y utilizando datos para optimizar estrategias continuamente. La metodología incluyó análisis de datos, entrevistas con expertos del sector, e implementación de campañas piloto. Los resultados mostraron un aumento significativo en la visibilidad y engagement de la empresa en línea, confirmando la efectividad de las estrategias implementadas. Las conclusiones resaltan la importancia de la adopción de tecnología y analítica de datos, segmentación adecuada del público objetivo, desarrollo de una presencia integral en línea, y creación de contenido de calidad. Se recomienda implementar un sistema CRM, capacitación continua del personal, mayor inversión en publicidad de pago, optimización para dispositivos móviles, y exploración de nuevos canales de marketing digital emergentes. Adicionalmente, en la investigación, sobre servicios de seguridad privada, se identificaron correlaciones significativas entre la publicidad y el uso de estos servicios, así como entre el conocimiento de la empresa y su utilización. La integración de tecnologías avanzadas también mostró una fuerte relación con la percepción de efectividad. Sin embargo, en áreas consideradas seguras, la necesidad percibida de servicios adicionales disminuye. Estos hallazgos resaltan la importancia del reconocimiento de marca y la adopción de tecnologías para mejorar la percepción y el uso de los servicios de seguridad privada.
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.
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.
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Keywords
Redes sociales, Contenidos atractivos, Optimización digital, Análisis de datos, Monitore