Plan de Marketing y Comunicación Digital para la Empresa Look Perfecto

Abstract

Abstract: This research aims to develop a digital marketing and communication plan for Look Perfecto beauty salon, improving brand visibility and perception with innovative and effective strategies. The methodology used was a mixed approach, with techniques such as document review, direct observation, in-depth interviews, and a survey that provided information used for the initial diagnosis and which may be useful for improving Look Perfecto's digital marketing plan. In terms of findings, weaknesses were identified in infrastructure, promotion, and digital presence. Comparison across networks revealed little common ground in terms of visibility and limited interaction with the image, meaning that creative strategies are needed to increase its presence. Look Perfecto's distribution channels are physical, visual transmission, and WhatsApp messages, which favors access and cards over balance and promotion. The survey corroborates satisfaction with costs and a preference for visual communication. Look Perfecto's communication plan is designed to improve performance and space out the brand in the audience's life cycle. Content and collaboration strategies are the incentives for reservations for an agreement. The be your best self campaign values well-being, inclusive aesthetics, and social trust in its clinical offering. Finally, it shows that Look Perfecto's management cycle is its competencies and expectations in health, with low visual presence leading to competitive capacity, coverage, and retention.