CAPTACIÓN DE CLIENTES PARA EL EMPRENDIMIENTO AGENCIA DE PUBLICIDAD DIGITAL "CONCEPTO CREATIVO" A TRAVÉS DE CAMPAÑAS PUBLICITARIAS EN INTERNET

Abstract

This business case addresses the issue of low B2B client acquisition through digital channels at the agency “Concepto Creativo,” based in Riobamba, Ecuador. Through a rigorous diagnostic process, key causes were identified, including limited investment in targeted campaigns, under-automated processes, and the absence of CRM tools. Five strategic alternatives were explored, with Email Marketing prioritized as the most viable solution, supported by impact, feasibility, and expected return criteria. Financial indicators such as IRR and NPV were evaluated, and a risk management model was applied. The case concludes with a realistic implementation program that strengthens digital sustainability, projecting an increase in business client acquisition. This proposal combines strategic vision, operational efficiency, and a customer-centric approach.