Estrategias de comunicación digital para optimizar el posicionamiento en entornos digitales de la marca gabal1982 en Ecuador

Abstract

Abstract: The Ecuadorian microenterprise gabal1982, dedicated to designing and renting gowns and traditional costumes for beauty pageants, faces challenges in positioning itself in cyberspace. Therefore, this research aims to optimize the digital communication of this brand to strengthen its positioning in digital environments. The methodology combined quantitative and qualitative approaches by using analytical tools and engagement strategies to evaluate the impact of communicative actions. Through a SWOT analysis, key metric assessments, and the design of a strategic plan, critical areas for improvement were identified, such as post frequency, audience interaction, and the need for higher-quality content. The study concluded that although gabal1982 has some social media presence, a more structured planning approach is required to improve its reach. In response, a comprehensive strategy was proposed, based on visual storytelling, influencer collaborations, and targeted campaigns, to enhance gabal1982 s visibility and provide a replicable model for other microenterprises interested in digital positioning.