Marketing digital como herramienta de mercadeo para las Pymes del Valle de Aburrá
Escobar Sierra, Manuela | 2019
This work is intended to introduce mechanisms and tools that allow small and medium-sized businesses in the commercial sector in Colombia to improve their sales through digital marketing, which takes more strength every day and is currently a very useful tool to satisfy the needs of customers that are looking to make more informed and updated decisions at the time of purchase.
For the development of the work, a bibliometric analysis carried out with the VOS Viewer software will be considered to analyze the theories of digital marketing. This study allows establishing the current research situation regarding digital marketing and its associated topics. Various tools of digital marketing will also be analyzed to establish the most relevant, taking into account the bibliometric analysis, the situation of Colombian SMEs concerning digital marketing and the profile of Colombian consumers.
Finally, based on the analysis carried out, it is intended to present opportunities for improvements in the digital marketing plan implemented by SMEs in the Aburrá Valley, making use of the different tools of traditional marketing and digital marketing, so that they can be applied as a sales optimization mechanism.