Plan de marketing y comunicación digital para la empresa rpm Motor`s Biker`s

Abstract

Abstract: This curricular integration project develops a strategic digital communication and marketing plan to strengthen the market positioning of "RPM Motor s Bikers" in the Piñas canton, El Oro province addressing the business's limited digital visibility and lack of established communication guidelines. A mixed-methods approach descriptive and applied in nature was adopted, incorporating a diagnostic phase based on document review, in-store observation, in-depth interviews with the owner-manager, and surveys of customers and followers. The study s findings reveal a heavy reliance on the physical storefront and WhatsApp to close sales. Furthermore, the results show low levels of interaction on Facebook and Instagram, greater traction on TikTok, and clear opportunities to implement an omnichannel strategy and standardize content. Based on this evidence, a 12-month proposal was designed, defining the brand s identity, tone, and editorial themes. It includes a content calendar, initiatives to engage with the motorcycling community, profile optimization, Meta Ads campaigns, and the enhancement of customer service via WhatsApp Business integrating a digital catalog and a dedicated landing page. Key Performance Indicators (KPIs) covering reach, engagement, audience growth, traffic, and brand awareness have been established to evaluate impact and guide future decision-making.