Plan de marketing y comunicación digital para el emprendimiento Alexandra peluquería y estética unisex

Abstract

Abstract:This study focuses on developing a digital marketing and communication plan for the business Alexandra Unisex Hair Salon and Beauty Center. The central problem addressed in this research lies in the low visibility and recognition of the business in social media environments. Therefore, a mixed-methods approach was employed, integrating qualitative and quantitative techniques. The results obtained show that the business has a high customer loyalty rate; however, it is experiencing stagnant growth and faces a significant disadvantage compared to its competitors. These findings allowed for the design of an effective digital marketing and communication plan, as it is geared towards solving the central problem. This work is developed in three chapters, which cover the methodology, the analysis of results, and the proposed digital marketing and communication plan. This research contributes to the knowledge of how to develop an effective marketing and communication plan, with detailed examples that improve the quality of service, customer care, and the commercial offer in the community, as well as connecting with the audience, becoming more competitive and sustainable.