Estrategias de marketing digital aplicadas por emprendedores millenials para el desarrollo de emprendimientos.

Abstract

Digital marketing is currently essential for the stability and growth of an enterprise, especially due to the changes caused by the pandemic, which has forced several companies to adapt to the digital age. Millennials have adapted remarkably to changes due to the technological skills and entrepreneurial spirit that defines them. For this reason, this research identifies digital marketing strategies in ventures managed by millennials during the pandemic in the province of Oro. The focus of the research is qualitative, where a questionnaire of thirteen questions was developed for ten ventures, analyzing the information collected, the The investigative level used is exploratory since the platforms used by them were investigated for further analysis. The results establish that the promotion of goods and services through social networks is one of the main strategies used by entrepreneurs from Ourense, where various tactics are developed to attract the target. In conclusion, it is determined that young millennials They make use of the social networks Facebook, Instagram and WhatsApp where they develop tactics that have allowed their growth and survival of their ventures in the market during the COVID-19 pandemic.