La importancia y evolución del marketing digital en las PYMES desde el 2013 al 2019
Salas Montealegre, Angie Daniela
Rodríguez Arturo, Andrés Felipe
González Vargas, María Camila
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The purpose of this article is to determine the importance and evolution of digital marketing in SMEs since 2013. Information for its development was obtained through a literature review of articles on digital marketing, SMEs, consumers and trends. It is of great importance that SMEs are clear about which audiences they are targeting to design efficient marketing strategies. In this case a characterization of consumers by generations was made, a general form of segmenting considering that small and medium enterprises are in all sectors and have very different publics. It then explains the importance of SMEs for the economies of the countries, the concept of digital marketing and finally the two themes are interrelated both issues throught the practical application and identification of the beneficts of implementing digital marketing in SMEs.