Plan de marketing y comunicación digital para la fábrica de calzado De Bauz

Abstract

Abstract: The objective of this project is to develop a digital marketing and communication plan that will strengthen the presence of the De Bauz footwear factory in the digital market. In chapter one, qualitative and quantitative methods were used, such as documentary review, direct observation, in-depth interviews, and surveys in order to understand in detail the needs and perceptions of customers, as well as identify areas that need to be strengthened. In chapter two, the interaction of the factory with its customers, the brand image and the result of the marketing strategies applied were analyzed, evidencing the need to increase its visibility on social networks and therefore the increase in sales. In chapter three, a communication plan was designed taking into consideration the results of the tools applied to strengthen the customer or user relationship with the factory, increasing exposure through ideal content to the target audience and interaction in social networks and email, seeking to build loyalty not only in the visit but also in the remarketing to users with content according to interest. promotions and discounts.