Diseño de un plan estratégico de marketing digital para fortalecer el posicionamiento de la marca Altitudes, especializada en repostería de vitrina y de autor, mediante la implementación de estrategias de neuromarketing, marketing sensorial, storytelling y gatillos mentales

Abstract

Abstract: The research aimed to design a strategic digital marketing plan to strengthen Altitudes' positioning as a showcase and author confectionery in the city of Loja, Ecuador, by improving its digital presence on WhatsApp, Instagram, and TikTok. To this end, SWOT and PESTEL analyses were conducted to assess the state of the macro and micro environments, and a mixed-methods approach was used. The quantitative phase included a survey of 68 customers in Loja's urban sector (20 December 2025-1 January 2026), while the qualitative phase incorporated two focus groups with 20 women, using comparative tastings with and without brand presence, sensory guides, and guided questions. The findings identified consumption patterns, brand perception and performance of digital channels, as well as opportunities for improvement in content, imprinting, and conversion. Finally, a plan was proposed with strategies for sensory neuromarketing, storytelling, content marketing, and mental triggers, along with a system for tracking KPIs and for prototype campaigns.