Digital communication plan in the Cochapungo sector of the Balsa Totora project in the San Rafael Parish, Otavalo, Imbabura, Ecuador

Abstract

At present, the media have taken leaps and bounds in technological advances and the commercial process does not stop before the demands of the medium, just as marketing had its stages that went from traditional to digital and in the field of communication. Now not only traditional media count, but also OTL (on the line), tools such as social networks, blogs, video channels, streaming services, websites, reflect current reality. In the last two years, businesses had to adapt to local needs, going from the physical field to selling through digital platforms and in many cases, without knowledge of online tools, learning as they went. Platforms such as zoom, apps, social networks and WhatsApp, were business lifesavers, the ventures that were saved were those that were prepared to use digital tools. There are ventures at the national level such as the totora raft in Cochapungo, in Otavalo, where indigenous communities demonstrate their skills and abilities, not only in the artisanal, but also in the commercial sphere, manufacturing supplies such as chairs, baskets and even boats with raw materials, working in favor of a community, taking advantage of the environment, inviting tourism. Although they manage trade well, digital communication still costs them, that’s why the present digital communication plan for the entrepreneurship of the totora raft aims to influence and teach communication strategies so that they develop both economic growth and promoting the brand, so that it is disseminated through digital media and become known nationally and internationally