Plan de comunicación estratégica y marketing digital para la Empresa AB CAFÉ

Abstract

Abstract: The present curricular integration project addresses the importance of communication for AB Café, aimed at improving digital communication strategies to position the brand in the market. Its main objective is to develop a Strategic Communication and Digital Marketing Plan for AB Café, a local business located in the canton of Limón Indanza, province of Morona Santiago. Through a situational analysis and the examination of internal and external variables, weaknesses were identified in the business s digital presence, as well as opportunities provided by the current technological and social environment. Mixed methodologies were applied to understand consumer behavior and to establish strategies focused on customer loyalty and brand positioning on social media. The result was the formulation of proposals that integrate the use of emotional content, campaigns with micro-influencers, loyalty programs, and a communication approach consistent with AB Café s brand identity. This plan seeks to enhance the connection with the target audience and strengthen the competitiveness of the business against other local coffee shops.