Continuous improvement cycle applied to the digital marketing area of the chamber of commerce of the city of Guasave, Sinaloa
DOI:
https://doi.org/10.26439/ing.ind2025.n049.7974Keywords:
PDCA cycle, continuous improvement process, internet marketing, digitalAbstract
This study applied the PHVA continuous improvement cycle to the digital marketing area of the Chamber of Commerce in Guasave, Sinaloa, aiming to strengthen its institutional presence on digital platforms. A mixed-methods approach was used, combining interviews, direct observation, document analysis, and digital metrics. Based on an initial diagnosis, strategies were designed such as content scheduling, benchmarking with other chambers of commerce, and a preliminary website redesign proposal. The results showed an average improvement of 47 new followers and 82 comments, reflecting an increase in active audience interaction. A negative change was also identified in the reactions indicator, interpreted as a shift toward more active forms of participation. The findings justify the need to update the institutional website and confirm the usefulness of the PDCA cycle for generating improvements and serving as a replicable model.
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