Estrategias de marketing digital para el mejoramiento de la promoción de las mipymes agrícolas de El Oro en el mercado internacional.

Abstract

Despite the fact that the internationalization process for MSMEs is not easy, because it includes several factors to consider, such as cultural, economic and political factors that must be adapted to their organization, they showed that it is possible during the covid-19 pandemic, since they understood the 63% of exporting companies, these results being mainly due to the use of digital marketing. Given this, the present investigation proposed the following objective: Identify digital marketing strategies that improve the promotion of MSMEs in El Oro in the international market in 2022 through documentary review. This research according to its scope is descriptive and of a qualitative nature, the methods that were used for the development of all the research were the historical-logical, synthetic analytical, inductive-deductive, abstraction-concretion and systematic, also empirical methods such as surveys and statistical methods. The materials that were used were scientific articles, books and reports obtained from reliable databases. The selection of the MSME sample was carried out using the non-probabilistic technique: convenience sampling. The results indicate that the MiPymes surveyed are dedicated to the commercialization of bananas and wish to export their products, in addition they have not ventured into international digital promotion, they limit the use of digital marketing to the management of social networks, these being the most used strategies by MiPymes in conjunction with the website. Digital marketing strategies contribute to the promotion of MiPymes in the international market, through the integral management of the company in the different digital platforms. To this end, it is concluded that the digital marketing strategies that contribute the most to the promotion in the international market of agricultural MiPymes in the province of El Oro are social networks, content marketing and organic SEO positioning. Finally, the research was developed in chapters, chapter I is Diagnosis and Conceptualization of the object of study, chapter II is Methodology, chapter III Description and Analysis of results and chapter IV Discussion of results.