Plan de Comunicación Estratégica y Marketing Digital para la empresa JeyG Shoes

Abstract

Abstract: Technological advancements and the transformation of social media are forcing businesses to restructure their strategies to address the challenges they pose. JeyG Shoes, an Ecuadorian footwear company, is facing declining sales due to a lack of adaptation to new forms of digital marketing. Therefore, this study proposes the creation of a strategic communications and digital marketing plan for the business, with the goal of increasing sales by 10% in six months. To achieve this, a mixed methodology is employed, utilizing tools such as PESTEL analysis, the SWOT matrix, and the BCG matrix, complemented by structured surveys, direct observation, and document review. The communications and digital marketing plan includes strategies to optimize social media content, improve advertising campaigns, and thus compete in the digital market. Finally, the findings highlight the lack of effective marketing strategies at JeyG Shoes, coupled with factors such as the economic recession and competition in retail markets. The implementation of the plan is expected to increase the company's sales and help other similar businesse.