Plan de marketing y comunicación digital para la empresa Shop Fifty,

Abstract

Abstract: This paper develops a virtual promotion and exchange scheme for Shop Fifty, an Ecuadorian initiative focused on BMX Racing athletic equipment, with the goal of enhancing its online presence and refining its dialogue efficiency. In this sense, to explore the market and propose action plans that enable better positioning, information was gathered using a mixed methodology through observation, interviews, and surveys. This methodology revealed limitations in virtual activities, specifically a lack of planning. Based on the evaluation and SWOT analysis, a planned proposal was developed that integrates goals, methods, a program of initiatives, cost estimates, and indicators, aimed at increasing exchange in digital environments, engagement, and the transformation of transactions.