Plan de comunicación estratégica y marketing digital

Abstract

Abstract: This curricular integration work addresses the need to optimize the communication and digital marketing management of La Cueva Fitness Center, with the aim of increasing its competitiveness in the market and increasing its number of memberships. Using a qualitative and quantitative methodology, literature, direct observations, in-depth interviews and surveys were reviewed to collect valuable information. The results reveal significant deficiencies in the current communication strategy, such as the lack of effective interaction with users and the creation of valuable content not only for our audience on networks but also for our customer profiles in the gym. Strengths were identified in the quality of the services offered and in the center's infrastructure, which can be enhanced through a strategic communication and digital marketing plan to improve the conversion of its prospects. The conclusions highlight the need to implement innovative content strategies that match their profiles and improve the internal training of the marketing team. Another key point that I recommend is to be able to establish a constant analysis of the trends and preferences of our audience since they are constantly changing. This curricular integration project serves as a basis for the development of future communication and marketing strategies within the fitness niche.