Plan de comunicación y marketing digital para la empresa grupo Pro Mpm Eventos S.A.S ( LA CELOSA )

Abstract

Abstract: This thesis centers on the necessity to enhance the communication and digital marketing efforts of La Celosa, a prominent nightclub within the local nightlife scene that has encountered difficulties in adapting to an increasingly digital and competitive environment. The main aim of the research is to develop a comprehensive communication and digital marketing strategy that boosts social media visibility, elevates engagement and interaction with the intended audience, and strengthens customer loyalty. To accomplish this, a mixed-method approach was utilized, integrating both quantitative and qualitative methods, such as customer surveys, interviews with key figures, SWOT analysis, and an examination of current trends in digital marketing. The findings revealed that implementing a structured communication and digital marketing strategy can markedly improve La Celosa s online presence, foster greater participation across social media platforms, and cultivate a more favorable perception of the brand, alongside increased user readiness to engage with digital tools like bookings and promotions. Consequently, the study concludes that adopting digital strategies aligned with the preferences and behaviors of the target market is crucial for solidifying La Celosa s competitive position, attracting new clientele, and reinforcing community ties, thereby supporting its long-term growth and sustainability.