La omnicanalidad como estrategia innovadora en la gestión del Community Manager para el posicionamiento de comercios en Aguachica, Colombia

The purpose of this research was to analyze how omnichannel strategies are consolidated as an innovative approach in the management of the Community Manager, aimed at strengthening the positioning of businesses in Aguachica. The study identified significant deficiencies in the use of social media, a low level of brand consolidation, and limited professionalization in the role of the digital manager. Based on a mixed methodological approach that combined qualitative and quantitative techniques, the research highlighted the need for specialized training and proposed the design of a pedagogical guide as a tool to strengthen competencies in integrated communication and the implementation of coherent digital marketing strategies. The findings confirm that omnichannel management is a key factor in increasing business competitiveness, as it enables the creation of consistent experiences, the consolidation of trust-based relationships, and the stimulation of consumer engagement. Likewise, it was evidenced that the application of this approach contributes to customer loyalty, local brand positioning, and the economic development of the region, positioning the Community Manager as a strategic actor within the process of digital transformation. In this regard, the study provides both a conceptual framework and practical guidelines that may be replicated in other contexts with similar socioeconomic characteristics