Plan de marketing y comunicación digital para joyería Doménica

Abstract

Abstract: This work proposes a digital marketing and communication plan for the jewelry and watchmaking company Domenica, with the objective of strengthening its presence in digital media, improving its current clientele, and contributing to future customer engagement, all within its core artisanal approach. Using a mixed methodology that combines qualitative and quantitative techniques, the company's limited digital presence was diagnosed. The main obstacles identified were a lack of internal training and resistance to technological change. Data from surveys and conversations indicate a young clientele seeking personalized attention but also a presence on social media platforms such as WhatsApp and Instagram. The established plan focuses on visual content, the use of digital catalogs, team training, and the creation of emotionally resonant messages aligned with the brand's value proposition. This project, in addition to providing practical solutions for the social economy of a single company, serves as a replicable model for small businesses in the artisanal sector that want to establish a presence online without abandoning their core values.