Estrategia de comunicación digital basado en avifauna para negocios de economía popular de la zona rural del área Metropolitana de Cúcuta

Abstract

The digital transformation has revolutionized people's interactions both socially and economically, which has provided new tools and platforms that particularly benefit small and large businesses, this project seeks to implement a digital strategy with avifauna for popular economy businesses in the Metropolitan Area of ​​Cúcuta (AMC), the sector has experienced a significant digital change, however, many businesses have not yet adopted effective digital strategies that allow them to take full advantage of the opportunities offered by the digital age, the research is qualitative and quantitative in approach, and the type of research is documentary and exploratory, in which a study was carried out on digital marketing applied to brand identity through avifauna, pilot tests were carried out on the popular economy business called "El Cucazo", in which indicators such as the effectiveness of digital campaigns were used through analysis of clicks, comments and viewing time, allowing data to be collected on the public's interaction with content related to local avifauna, the effectiveness of the digital strategy with the business was evaluated after applying the strategy, an increase of 30% in visitors, evidence of stronger traffic to the business's fan page, was evident. Instead, it is suggested to continue publishing content related to birds, as this approach not only strengthens brand identity and attracts an engaged audience, but also contributes to local economic development and environmental preservation and responsibility.