El marketing digital en la gestión de las pequeñas y medianas empresas (pymes) de la ciudad de Machala.

Abstract

The present research project will analyze digital marketing in the management of small and medium-sized enterprises (SMES) in the city of Machala. It will carry out a literature review focused on dependent and independent variables. The research model was descriptive, with an exploratory research level, employing an analytical-synthetic methodology. This methodology allows starting from a defined idea to proceed to study the corresponding theory, which serves as support for data collection over a specific period. Surveys will be conducted on a sample of 130 companies that are part of the corporate sector of the city, identifying the factors that influence digital marketing in the business management of small and medium-sized enterprises (SMES) in the city of Machala. As a result, it is established that the incorporation of technologies, such as digital marketing and social media, enables greater visibility of the goods or services provided by this entity. Consequently, the implementation of these tools emerges as an opportunity to consolidate the presence of (SMES) in the local market.