Diseño de un ecosistema digital de marketing para el posicionamiento del Programa After Office de Radio Centro Guayaquil.

Abstract

Traditional radio programs face limitations that jeopardize their long-term viability in the communication industry. To demonstrate this, the radio program "After Office" on Radio Centro Guayaquil is presented as a case study. The analysis explores its background, business objectives, and the urgent need to migrate to digital platforms or streaming to achieve a resurgence. By leveraging social media, the program can access real-time feedback and metrics to identify its active and potential target audiences, trending topics of interest, and specific buyer personas. This digital transition facilitates live and deferred audience interaction, among other benefits, allowing for a strategic realignment of content based on consumer demand. The study highlights the critical role of marketing and digital marketing within communication programs, identifying the common errors that hinder reach. Finally, it outlines the tools necessary to achieve projected goals, ensuring broader dissemination and increased popularity within the target market.