Maestría en Comunicación Estratégica

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La Comunicación Estratégica De La Plataforma Prestadora De Servicios De Belleza Makeapp
(Universidad Santiago de Cali, 2024) Medina Meneses Milton Javier, Valencia Torres Jean Pierre; Llanos Soto, Carlos Andrés (Tutor)
This Article Analyzes The Strategic Communication Of Makeapp, A Digital Platform That Connects Beauty Professionals With Users In Bogotá, Cali And Medellín, Colombia. The Study Describes The Digital Communication Processes Used To Interact With Internal (Professionals And Collaborators) And External (Clients) Audiences, Identifying Areas For Improvement To Strengthen Its Positioning. With The Growth In Demand For Personalized Services In The Beauty Industry; Makeapp Has Adopted A Strategy Based On Social Networks, Content Marketing And A Mobile Application That Facilitates Home Services. Although The Platform Has Been Successful, Opportunities Are Identified To Improve Personalization And Constant Interaction With Customers, Which Would Help Increase Brand Loyalty. This Analysis Is Based On A Mixed Approach Of Surveys And Interviews With Beauty Professionals And Users, Revealing Why Makeapp Must Improve The Personalization Of Its Messages And Maintain More Continuous Interaction. Based On The Above, Specific Recommendations Are Offered To Optimize Makeapp Communication And Provide Valuable Lessons For Other Companies In The Beauty Sector Seeking To Improve Their Digital Presence