Plan de comunicación estratégica y marketing digital para Ispirazione Spa Center

Abstract

Abstract: This research contributes a thorough and contextualized diagnosis of the digital situation of Ispirazione Spa Center, integrating both quantitative and qualitative methodologies. These methodologies allow for an understanding of consumer behavior, brand perception, and the competitive environment. Using analytical tools such as surveys, in-depth interviews, and direct observation, as well as strategic tools like SWOT and PESTEL analyses, opportunities are identified to strengthen the digital presence on social media and improve communication with the target audience. The central focus of the study is the formulation of a digital marketing and communication plan, aligned with the needs of the business and its target audience. This work contributes to both the company's strategic decision-making and the academic field by demonstrating the applicability of a mixed-methods approach in the design of digital strategies for companies in the beauty and wellness sector.