<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392021000100147</article-id>
<article-id pub-id-type="doi">10.12804/revistas.urosario.edu.co/empresa/a.9114</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Impacto del marketing digital a las empresas colombianas emergentes]]></article-title>
<article-title xml:lang="en"><![CDATA[Impact of Digital Marketing on Emerging Colombian Companies]]></article-title>
<article-title xml:lang="pt"><![CDATA[Impacto do marketing digital nas empresas colombianas emergentes]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pitre-Redondo]]></surname>
<given-names><![CDATA[Remedios Catalina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Builes-Zapata]]></surname>
<given-names><![CDATA[Suleica Elvira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Hernández-Palma]]></surname>
<given-names><![CDATA[Hugo Gaspar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de La Guajira  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de La Guajira Facultad Educación ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad del Atlántico  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>23</volume>
<numero>40</numero>
<fpage>147</fpage>
<lpage>166</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392021000100147&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392021000100147&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392021000100147&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El marketing digital cobra cada vez mayor importancia en los entornos competitivos de los mercados globales; en este sentido, el comprador de hoy cuenta con características puntuales derivadas de su adopción de las nuevas tecnologías, que a su vez lo llevan a ejercer una toma de decisiones con un mayor análisis de información. De ello surge el interés por observar las condiciones de incorporación de las estrategias de marketing digital en las empresas colombianas y los aportes que pueden generar para su desarrollo. Por lo anterior, se llevó a cabo una revisión documental, bajo un enfoque cualitativo y descriptivo, que permitió detallar los principales aportes del marketing digital en el mundo, sus herramientas y estrategias y las condiciones colombianas para su aplicación. Como conclusiones destacadas se evaluaron los principales componentes del marketing digital, las condiciones de accesibilidad de las TIC en la población nacional y sus tendencias de consumo a través del comercio electrónico, además de las dificultades y barreras culturales que deben ser superadas por las pymes para su adecuado aprovechamiento. Lo anterior para terminar con un análisis de los aportes relacionados con competitividad, internacionalización de mercados, innovación, sostenibilidad económica e interacción con los clientes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O marketing digital está cada vez mais importante nos ambientes competitivos dos mercados globais; nesse sentido, o comprador de hoje possui características pontuais que são decorrentes da adoção de novas tecnologias, que uma vez, o levam a tomar decisões baseadas em uma maior análise de informação; de onde surge o interesse de observar as condições de incorporação das estratégias de marketing digital nas empresas colombianas, e as contribuições que as mesmas podem gerar para seu desenvolvimento. Diante do exposto, realizamos uma revisão documental, com um enfoque qualitativo e descritivo, que permitiu detalhar as principais contribuições do marketing digital no mundo, suas ferramentas e estratégias, e as condições colombianas para sua aplicação. Como conclusões destacadas, se avaliaram os principais componentes do marketing digital, as condições de acessibilidade das NTIC na população nacional e sus tendências de consumo por meio do comércio eletrônico; além das dificuldades e barreiras culturais que devem ser superadas pelas PMES para seu adequado aproveitamento; para finalmente concluir com uma análise das contribuições relacionadas com a competitividade, internacionalização de mercados, inovação, sustentabilidade econômica e a interação com os clientes.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[barreras digitales]]></kwd>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[innovación]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="en"><![CDATA[Digital barriers]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[innovation]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="pt"><![CDATA[barreiras digitais]]></kwd>
<kwd lng="pt"><![CDATA[comércio eletrônico]]></kwd>
<kwd lng="pt"><![CDATA[inovação]]></kwd>
<kwd lng="pt"><![CDATA[marketing digital]]></kwd>
</kwd-group>
</article-meta>
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