Analysis of digital marketing as a marketing strategy in SMEs in Manabi

Abstract

Digital marketing is a necessary and effective tool in companies. In this sense, this research aims to analyze digital marketing as a marketing strategy in SMEs. Media and social networks require information to flow faster since reliable and attractive information is sought so customers can make their purchases efficiently. Taking these premises into account, this work is developed in Manabí, Ecuador, for which a quantitative methodology is applied, with a random sample of 167 micro-enterprises. Among the results, it is evident; that most SMEs do not have a marketing plan to support their business, which limits the sales of their products. Another problem encountered is that by not having a marketing strategy that contributes to keeping the public informed correctly, profitability in sales is limited, and a connection between customers and the business is not achieved.