Agència de Comunicació on-line“Ping Pong Marketing”.

Abstract

This document proposes the launch of a communications agency specialized in one of the most pushing and demanded areas: the social media content management. The companies investment in advertising on Internet is growing higher than on other media (TV or radio) according to the News Report, Reutuers (2016). The social media has become a channel for daily consultation and sharing, significatively in the gap between 15 and 45 years old (IAB Social Network Study (2016), Madrid) On the Internet, one of the most used and renowned tools are social networks (Sánchez, 2016). More and more companies tape their potential to develop their corporate communications, but the experience has proved that a strategic planning is required for its effectiveness and the return of the investment. In what concerns to the traditional valencian companies, they are not still used to have a strategic management: “they do not consider nor be awared of the advantages for a company to have a strong, relevant and well-placed in the market brand, which will mean a positive corporate image as a part of the solution to the economic weakness the companies are suffering. Effectively, they neither do consider the corporative communication as a priority”. (Blay, 2010). Its development could be a chance. The economical context shows to improve and offers some chances to start a communication agency. The communications Agency Ping Pong Marketing will offer a service of social network strategy, including some channels in different languages. Its competitors are bigger agencies, stablished in the geographic area and composed by expert advertising teams. but they don’t have too much experience in social media managing (Facebook, Twitter, Instagram,...). For this reason, the Ping Pong Marketing agency must get a good positioning, to show a competitive advantage. The hypothesis is that the project could be successful and will reach the balance economic point in 2 years, and for that purpose a solid investment in the agency brand and positioning is a must. For this reason, the next business plan proposes an environment analysis, DAFO, financial feasibility and management plan (strategic online comunications, social media plan, content plan).