Diseño de un Plan de Comunicación Digital para Fortalecer la Marca D SAM de la Ciudad de Guayaquil en las Redes Facebook e Instagram

Abstract

Abstract: The research conducted for this study focuses on the need to strengthen the online visibility of the D'SAM brand in the city of Guayaquil. To achieve this, a Digital Communication Plan Design was developed for D'SAM's Facebook and Instagram social media platforms, aiming to maximize the positive impact of the venture and leverage the opportunities offered by the technological environment. This research utilized a mixed-methods approach, integrating both qualitative and quantitative methods. A social media audit of the brand's current platforms was conducted to gather real and precise data, allowing for an assessment of its current situation. Additionally, an interview with the owner was carried out to understand her objectives and perceptions for her business. Furthermore, PESTEL and CANVAS analyses were performed, along with a SWOT study. The objective was to gain a comprehensive understanding of both the brand's external and internal environments. The findings from these investigations revealed several deficiencies in content strategies and customer interaction. Based on this data, the digital communication plan was then developed. This Communication Plan serves as a valuable tool designed to promote D'SAM as an attractive business offering quality and unique services. Gradual implementation of the plan and continuous monitoring are recommended.