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Incidence of the application of digital marketing strategies for microenterprise development in the city of Guayaquil

Abstract:

The purpose of this scientific article is to analyze the impact of the application of digital marketing strategies to contribute to the development of micro-enterprises in the city of Guayaquil, currently businesses work from a physical space in a traditional way and do not take advantage of the benefits that Google offers. The objective of this work was to investigate if the technological tools influence the sales of the Companies. Most companies use social networks and web pages as a means of promotional strategy through which they have an active interaction with their customers. Despite the existence of various technological tools, people continue to prefer Microsoft Office programs for their administrative tasks. This information is relevant and can be useful to generate and apply various strategies to update the knowledge of microenterprise employees and be useful for the companies where they work to improve and become competitive in this innovative and constantly changing market.