Plan de marketing y comunicación digital para La Empresa Much Flowers

Abstract

Abstract: This curricular integration project develops a digital marketing and communication plan for Much Flowers, a company dedicated to the export of Ecuadorian flowers, with the objective of optimizing interaction with its clients and consolidating its positioning in the US and Canadian markets. The research is based on a mixed-methods approach, applying qualitative and quantitative techniques such as in-depth interviews, structured surveys, document review, direct observation, and digital audits using specialized tools. The results show strengths in product quality and customer satisfaction, but also weaknesses in digital communication and low engagement on social media. The SEO and SEM analysis shows competitive advantages over the competition, although with technical shortcomings that limit visibility. Based on the diagnosis, a comprehensive plan is proposed that includes creative strategies aimed at generating emotional connections with customers, optimization of the digital sales funnel, segmented campaigns on social media and email marketing, as well as the exploration of new online sales channels.