Plan de comunicación estratégica de marketing digital para la empresa platinum joyas

Abstract

Abstract: The research below seeks to increase the digital presence and costumer interactions of Platinum Joyas through the application of a digital marketing strategy. Platinum Joyas is a jewelry store of artisanal and fashion pieces located in the city of Puyo, Ecuador, which has challenges to deal with on its digital presence. This is the result of the continuous lack of digital marketing and advertising strategies in the company, which has reduced the costumers fidelity. According to this, a communication plan and digital marketing and strategy were developed for the company to create a management digital content and efficient communication with customers on social media. This plan for Platinum Joyas includes a calendar of content activities, regular publications in social media, collaboration with influencers and local celebrities and interaction monitoring of the generated content. The creation of content on Instagram and Facebook allowed an optimization of the plan in base of the segmentation. In a post-campaign analysi of the brand perception, strategies will be adjusted to improve the plan of Platinum Joyas and thereby increase sales and strengthen customer loyalty.