Plan de comunicación estratégica y marketing digital para el posicionamiento de la joyería JL Martínez en Huaquillas

Abstract

Abstract: Today, startups and small and medium-sized businesses find themselves in a highly competitive market, especially in the manufacturing and commercial sectors, where they must constantly innovate to stand out with communication strategies that connect with their audiences. New technologies and business models on digital platforms have made a significant difference in the development of these organizations' success. This project presents a strategic plan based on digital communications and marketing for JL Martínez Jewelry, a company dedicated to the production of 18-karat gold jewelry, crafted with the best technology in the industry to deliver exceptional results. During the internal and external research of the jewelry company, important findings were identified for the development of this comprehensive plan, analyzing the strengths and weaknesses that must be addressed to improve and strengthening communication strategies to connect with its target audience. To this end, a strategic plan was developed with specific tactics and actions that will allow the company to achieve its general and specific objectives, strengthening its positioning, reach, and presence with social media marketing, consolidating itself as one of the best jewelry stores in Ecuador, providing its customers with an exceptional and personalized shopping experience.