Plan de marketing y comunicación digital para fortalecer la comunidad digital de la empresa Ander Roofto

Abstract

Abstract:This Curricular Integration Work aims to design a digital marketing and communication plan for Ander Rooftop, a signature gastronomy and cocktail establishment located in the Cumbaratza sector, Zamora Chinchipe province, in order to strengthen its digital presence and increase audience interaction on social media. The research was carried out under a mixed approach, combining qualitative techniques documentary review, direct observation and an in-depth interview and quantitative techniques a survey applied to 22 customers through non-probabilistic convenience sampling. The first chapter defines the research problem, objectives and methodology. The second chapter presents the digital marketing diagnosis, the social media presence, the SWOT analysis, the advertiser's briefing, the analysis of the in-depth interview, and the results of the survey. The third chapter develops the proposed digital marketing and communication plan, including objectives, audience segmentation, the buyer persona, the creative strategy, the action plan with its tactics, and the media and budget plan. The results show that, although Ander Rooftop has a solid brand identity and a considerable follower base, its level of digital interaction is low and its management lacks strategic planning, which supports the proposal of a plan aimed at strengthening loyalty, interaction and the digital positioning of the brand.