Resumo

TREJOS-GIL, Carlos Andrés. Relevance of digital marketing in the companies of Aburrá Sur. Rev. esc.adm.neg [online]. 2020, n.88, pp.81-101.  Epub 08-Jun-2021. ISSN 0120-8160.  https://doi.org/10.21158/01208160.n88.2020.2696.

Due to the high mortality rates of small and medium-sized enterprises (SMEs) in Colombia in 2016, where close to 70% liquidated during their first year of operation and 20% during their second year, raises the necessity to create mechanisms, tools, and alternatives that help SMEs not to close down prematurely. This document proposes to analyze the current status of digital marketing in 13 SMEs chosen at random and that are registered with the Chamber of Commerce of Aburrá Sur (CCAS) in Antioquia, Colombia. We implemented a methodology of quantitative approach with exploratory- descriptive analysis and correlation of variables in order to validate the reliability of the instrument. The results indicate that out of the 13 SMEs registered with the CCAS, 23.1% consider digital marketing to be an expense. Despite the fact that 46.2% do not consider it costly, 53.8% are in charge -by themselves- of digital marketing, only 30.8% measure their activities in digital marketing, and 100% are interested in receiving training in this area. Therefore, it is concluded that, although entrepreneurs know about digital marketing, they do not apply it properly,; instead, they do it empirically and do not invest in it.

Palavras-chave : marketing; digital marketing; SMEs; SMEs in Colombia; social networks; information technologies.

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