Plan de Marketing y comunicación digital de la empresa Peluquería Unisex Jova

Abstract

Abstract:This research proposes the design of a digital marketing and communication plan for Jova Unisex, located in the city of Milagro, Ecuador, which operates in a highly competitive and constantly evolving beauty services market. The study seeks to strengthen brand positioning and improve digital presence through strategic communication actions aligned with current consumer behavior. This research has a mixed methodological approach, employing qualitative techniques such as in-depth interviews and direct observation, along with quantitative tools, including customer surveys. The results showed high levels of customer satisfaction with regard to service quality and personalized attention; however, weaknesses were identified in the areas of digital visibility, innovation, payment methods, and brand differentiation. Based on this analysis, a comprehensive digital marketing plan was proposed that incorporates content creation, social media management, influencer collaboration, customer loyalty strategies, and technological innovation. The execution of this plan aims to increase lead generation, improve customer interaction, and strengthen the competitive advantage in the market.