Impacto del Marketing Digital en las pymes de la ciudad de Medellín
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Date
2020-10
Authors
Hernández Molina, Laura Lizeth
Patiño Ramírez, Elsy Natalia
Advisors
Isaza David, Ricardo León
Editors
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Publisher
Corporación Universitaria Minuto de Dios
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Abstract
En Colombia las pymes son un sector de la economía que merece especial atención, en este se concentra gran parte de la generación de empleo del país, sin embargo, la competitividad ha sido un tema de difícil concreción en el entorno pyme y esto principalmente por la carencia de estrategias que permitan a estas empresas proyectar su imagen, entrar en nuevos mercados y amplificar la gama de clientes; el Marketing Digital(MKD)es la alternativa más amplia cuando de proyectar la imagen y amplificar la gama de clientes se trata, y es por esto que constituye un pilar estratégico para el desarrollo empresarial de las pymes; sin embargo, la construcción de ambientes digitales para generar marketing digital no es un tema que los empresarios controlen con facilidad y los costos relacionados con asesorías o implementación de estrategias de marketing digital suelen ser altos, por esta razón, han surgido planteamientos que buscan concretar estrategias de marketing digital genéricas que permitan a las pymes acceder al mercado digital sin poner en riesgo su liquidez o seguridad financiera.
In Colombia, SMEs are a sector of the economy that deserves special attention, it concentrates a large part of the country's job creation, however, competitiveness has been a difficult issue in the SME environment and this mainly because of the lack of strategies that allowsthese companies to project their image, enter new markets and expand the range of clients; Digital Marketing (DMK) is the broadest alternative when it comes to projecting the image and amplifying the range of clients, and that is why itconstitutes a strategic pillar for the business development of SMEs; Nevertheless, the construction of digital environments to generate digital marketing is not an issue that entrepreneurs control easily and the costs related to consulting or implementation of digital marketing strategies are usually high, for this reason, approaches emergesto seek generic digital marketing strategies tools that allowsSMEs to access the digital market without putting their liquidity or financial security at risk.
In Colombia, SMEs are a sector of the economy that deserves special attention, it concentrates a large part of the country's job creation, however, competitiveness has been a difficult issue in the SME environment and this mainly because of the lack of strategies that allowsthese companies to project their image, enter new markets and expand the range of clients; Digital Marketing (DMK) is the broadest alternative when it comes to projecting the image and amplifying the range of clients, and that is why itconstitutes a strategic pillar for the business development of SMEs; Nevertheless, the construction of digital environments to generate digital marketing is not an issue that entrepreneurs control easily and the costs related to consulting or implementation of digital marketing strategies are usually high, for this reason, approaches emergesto seek generic digital marketing strategies tools that allowsSMEs to access the digital market without putting their liquidity or financial security at risk.
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Keywords
Marketing digital, pymes, ambientes digitales, desarrollo empresarial, estrategia, Digital Marketing, SMEs, Digital Environments, Business Development, Strategy