AUDIENCE MAPPING AS A STRATEGIC PILLAR OF ORGANIZATIONAL COMMUNICATION IN THE DIGITAL CONTEXT

Abstract

This article discusses audience mapping as a strategic pillar of organizational communication in the digital context, considering the technological and social transformations that shape the relationship between organizations and society. The central problem guiding the study is to understand how communication can align management processes with the identification and analysis of audiences in order to strengthen image, reputation, and innovation. The objective is to examine the role of audience mapping, with emphasis on methodologies such as personas, as an instrument of segmentation and approximation between organizations and their stakeholders. The research is based on a bibliographic review of classical and contemporary authors in communication, marketing, and strategic management, such as Kunsch, Freeman, Kotler and Keller, Porter, and Drucker, combined with a conceptual analysis of communication planning. The results indicate that audience mapping transcends the traditional notion of target audience, constituting a strategic resource for decision-making, relationship management, and the promotion of innovation. Furthermore, in the digital environment, marked by audience fragmentation and the speed of information, flexible methodologies that articulate quantitative and qualitative data become indispensable. It is concluded that the integration of audience mapping into strategic planning strengthens organizational legitimacy, expands the capacity for innovation, and consolidates communication as a fundamental practice in contemporary society.