Plan de comunicación estratégica y marketing digital de la empresa accesorios y lujos Espinoza

Abstract

Abstract: The main objective of this work was to develop a strategic communication and digital marketing plan for the company Accesorio y Lujos Espinoza, in the city of Quevedo. To do this, a non-experimental research design was carried out, with a quantitative and qualitative approach, doing a documentary review which included the SWOT, PESTEL, BRIEF analysis of the advertiser. According to the results, the company obtained a notable growth in sales where it managed to improve its presence in the local market thanks to the quality of its products and exceptional customer service, which generated greater loyalty and recommendations from customers. . Additionally, they identified opportunities to expand sales and diversify offerings with innovative and ecologically responsible products. Regarding the strategic communication and digital marketing plan, various strategies were designed, such as social media campaigns and segmented advertising, with the aim of increasing the visibility and recognition of the company. In addition to this, monitoring was suggested to measure the performance of the campaigns and adjust strategies in real time, which allows acquiring an adaptable and data-based approach to maximize the impact and return on investment.