Plan de comunicación Estratégica y Marketing Digital para la empresa BIBI Ecuador

Abstract

Abstract: This Curricular Integration Work presents a comprehensive strategic communication and digital marketing plan for BIBI Ecuador, a premium children's footwear brand with seven physical stores and a complete online store. With a mixed approach that integrates documentary review, direct observation, web analytics, in-depth interviews and surveys, strengths such as product quality, brand heritage and customer loyalty, and weaknesses in customer service, internal communication and digital optimization were diagnosed. The diagnosis carried out on Facebook, Instagram, TikTok and the website shows opportunities to improve SEO, adaptation to mobile phones and branch content. The SWOT analysis distinguished opportunities for digital growth, strategic alliances and influencer marketing, in the face of strong competition and price-sensitive consumers. Based on these discoveries, two objectives are set: increase the reach of digital campaign content in Guayaquil by 40% over the next 10 months, optimizing audience segmentation and performing A/B tests. Increase customer retention in Guayaquil by 5% by developing and launching a digital loyalty program over the next 10 months, the concept of which is based on shopping gamification.