Plan de marketing y comunicación digital para la empresa La Casa de las Baterías

Abstract

Abstract: This research and work aimed to design a Digital Marketing and Communication Plan for the company La Casa de las Baterías, located in the city of Cuenca. Through a comprehensive diagnostic process that included direct observation, interviews, surveys, and an analysis of its digital media environment, several significant weaknesses were identified, such as low interaction on digital channels, the absence of a defined graphic identity, and a weak social media presence. To develop this plan, market segmentation, buyer personas, SMART objectives, a creative proposal, and strategic actions aimed at creating visibility, trust, and customer loyalty were defined. This plan seeks to strengthen its presence on social media and WhatsApp Business, as well as its visual identity and manage effective communication through educational, emotional, and promotional content. This proposal is a path to follow to implement optimal communication strategies in digital media, especially in that type of business that seeks to adapt to the new trends and demands of its target audience.