Estrategia de Marketing Digital para Natural Choice mercado de alimentos para animales domésticos

Abstract

This Technical Project (TT2) aims to develop a digital marketing strategy for the brand "Natural Choice," a company specialized in Biologically Appropriate Raw Food (B.A.R.F.) for pets in Guayaquil, Ecuador. To address the issue of a low conversion rate (< 1.5%) and high dependency on third-party traffic (influencers), a non-experimental, cross-sectional methodological design was applied, utilizing a mixed-method approach (qualitative-quantitative) with a descriptive-propositive scope. A digital asset audit and a structured survey were conducted among a sample of 98 potential consumers, supplemented by in-depth interviews with management. The diagnosis revealed a "Growth Paradox," characterized by high reach (43,712 impressions) but low retention due to user distrust regarding product hygiene. In response, an Inbound Marketing Plan was designed based on the POEM model, prioritizing short-form educational video content (Reels). The implementation of this strategy is projected to reduce the Customer Acquisition Cost (CAC) and increase the organic engagement rate by 15%, transforming third-party traffic into a community of recurring customers.