Digital Marketing adoption in Small and Medium-sized Enterprises (SMEs)

Abstract

Background and objectives: This paper seeks to analyze the current state of digital marketing adoption by Small and Medium-sized Enterprises (SMEs) in Colombia and its consequent impact on these entities. To achieve this, the digital marketing strategies employed by Small and Medium-sized Enterprises across various sectors in the country are examined, aiming to understand their level of adoption. Methods: Qualitative study using document analysis methodology with content analysis to analyze the adoption and implementation of digital marketing in small and medium-sized enterprises (SMEs) in Colombia Findings: It was found that digital marketing strategies have a positive impact on the growth and development of businesses in Colombia. Despite this, many companies lack knowledge to implement these strategies. Conclusion: It is essential for Colombian Small and Medium-sized Enterprises to undergo constant training and updates in information and communication technologies. Small and Medium-sized Enterprises should invest in and educate their labor force on digital tools to enhance their positioning and financial performance.