The communication strategy is a simple plan for the online presentation of the business. It is a coherent communication study that acts as a road map for digital marketing actions, unifying promotion actions based on goal setting, media performance, competition and the company's comparative advantages.

With the communication strategy, the return on the advertising investment is maximized, as all promotional actions are part of a single strategic approach, optimized to the needs of the business and budgeted on the basis of clearly defined objectives, so that the effectiveness of the action can be evaluated.