Following the curricular internship at the company Openline Group, this report aims to develop a digital marketing plan, taking into account that the Openline Group does not have an active digital marketing plan which is essential for having an impact on the digital presence of any organisation.
"Digital marketing is not intended to replace traditional marketing. On the contrary, both should coexist, with interchangeable roles, along the consumer's path" (Kotler et al., 2017, pg.81).
Companies in the construction market, such as the Openline Group, are increasingly betting on digital tools to stand out from competitors. It is essential to carefully plan actions so that the company’s digital footprint is consistent with its mission.
This work presents a digital marketing plan for Openline Group, which aims to strengthen its digital presence to retain current customers and attract new ones
