Estrategia de comunicación orientada a nuevos medios para el servicio de Courier “SERVIESPAÑA” en la ciudad de Guayaquil-Ecuador

Abstract

The title work “Communication strategy oriented to new media for the Courier service “SERVIESPAÑA” in the city of Guayaquil - Ecuador”, had the objective of developing a communication strategy in new media, through the analysis of social networks and communication techniques. digital marketing, for the positioning of the Courier Serviespaña service. Scientific methodology with a descriptive and exploratory scope was used, applying the mixed approach that combines qualitative and quantitative techniques. In addition, the induction-deduction research method was used, addressing the problems faced by the courier service in the city of Guayaquil. On the other hand, Benchmarking was used to collect data to analyze competitors; a survey aimed at potential clients and an interview with digital marketing experts. The main results indicate that courier companies use social networks, chatbots and metrics to retain customers; Whereas, customers value interactive content on social media. It is concluded that the content plan focused on multichannel strategies with extensive social networks, paid advertising and an optimized website; accompanied by graphic pieces that demonstrate the visual elements of the communication strategy. Keywords: courier, communication strategy, new media.