Plan de marketing digital para optimizar los canales de comunicación de la marca comercial Jazmín Fashion .

Abstract

Abstract: The degree work "Digital marketing plan to optimize the communication channels of the commercial brand 'Jazmín Fashion'" addresses the creation of a strategic plan to improve the digital presence of this bazaar and jewelry business, with more than 20 years in business. the Loja market, Ecuador. An exhaustive analysis of the current situation of the brand on Facebook and Instagram was carried out, with the aim of identifying new trends that will allow us to build a digital marketing plan to optimize the social networks of Facebook and Instagram. The purpose is to increase the visibility of the brand, encourage interaction with customers and strengthen its reputation as a benchmark for social innovation in Loja. Mixed qualitative and quantitative techniques were used, including interviews, focus groups and analysis of digital metrics. The results indicated the need for a Comprehensive Communication Plan that includes a detailed analysis of the market segment and the purpose of the brand, ensuring a coherent and effective strategy. Also the need to adopt advanced Digital Marketing strategies from experts.