Influencia del marketing digital en las pequeñas empresas del sector comercial en la ciudad de Machala.

Abstract

Digital marketing has gained great relevance in small businesses in the commercial sector of Machala, as it offers them accessible and effective tools to increase their visibility and competitiveness in the market. In a city like Machala, where digitalization has advanced at a slow pace, small businesses have begun to adopt digital strategies to position themselves against larger competitors. The use of social networks, websites, and paid ads on platforms such as Google and Facebook has allowed these companies to connect directly with their potential customers, increase sales, and improve loyalty. It facilitates the precise segmentation of the target audience, allowing small businesses in Machala to personalize their campaigns and direct them to people who may be genuinely interested in their products or services. This strategy is more cost-effective than traditional forms of advertising, such as television or print ads, which is a crucial advantage for companies with limited resources. This makes it possible to adjust strategies in real time and optimize the advertising investment. The use of SEO (search engine optimization) and SEM (search engine marketing) tools has allowed many small businesses to improve their online positioning, reaching more local and international consumers. Despite its benefits, the implementation of digital marketing also presents challenges, such as lack of technical knowledge, time management, and competition in the digital environment. However, those who manage to adapt to this new paradigm are more likely to grow and stay relevant in an increasingly digitized market.