Abstract

PITRE-REDONDO, Remedios Catalina; BUILES-ZAPATA, Suleica Elvira  and  HERNANDEZ-PALMA, Hugo Gaspar. Impact of Digital Marketing on Emerging Colombian Companies. rev.univ.empresa [online]. 2021, vol.23, n.40, pp.147-166.  Epub Sep 11, 2021. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.9114.

Digital marketing is becoming increasingly important in the competitive environments of global markets. In this sense, today's buyer has specific characteristics derived from his/her adoption of new technologies, which in turn lead him/her to make decisions with greater analysis of information, from which arises the interest in observing the conditions of incorporation of digital marketing strategies in Colombian companies and the contributions they can generate for their development. In accordance with this, a documentary review was carried out under a qualitative and descriptive approach, which allowed detailing the main contributions of digital marketing in the world, its tools and strategies, and the Colombian conditions for its application. We evaluated the main components of digital marketing, the conditions of accessibility to ICTS in the national population, and their consumption trends through electronic commerce in addition to the difficulties and cultural barriers that must be overcome by SMES for their proper use. We finished with an analysis of the contributions related to competitiveness, internationalization of markets, innovation, economic sustainability, interaction with customers, and customer relationship.

Keywords : Digital barriers; e-commerce; innovation; digital marketing.

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