| dc.contributor.author | Caraballo Payares, Alexander | spa |
| dc.contributor.author | Luna, Jorge | spa |
| dc.contributor.author | Carbal, Adolfo | spa |
| dc.date.accessioned | 2023-10-16T00:00:00Z | |
| dc.date.accessioned | 2024-09-05T20:24:39Z | |
| dc.date.available | 2023-10-16T00:00:00Z | |
| dc.date.available | 2024-09-05T20:24:39Z | |
| dc.date.issued | 2023-10-16 | |
| dc.description.abstract | Objetivos: En el presente artículo de investigación se realiza un análisis del estado actual de la adopción del marketing digital por las Pequeñas y Medianas Empresas (PyMes) en Colombia, y el impacto que este genera en ellas. Para lo cual se analizan en diferentes sectores las estrategias de marketing digital utilizadas por las pequeñas y medianas empresas del país buscando conocer su nivel de uso por parte de las PyMes. Métodos: Estudio de carácter cualitativo utilizando la metodología de análisis documental con análisis de contenido, para analizar la adopción e implementación del marketing digital en las PyMes de Colombia. Resultados: Se encontró que las estrategias de marketing digital impactan positivamente el crecimiento y desarrollo de las empresas en Colombia, pero a pesar de esto muchas empresas no saben cómo utilizarlo. Conclusión: Se hace necesario que las PyMes se capaciten y actualicen constantemente en tecnologías de la información y comunicación. En éste sentido, deben invertir y capacitarse en herramientas digitales para mejorar su posicionamiento y sus niveles de rendimiento financiero. | spa |
| dc.description.abstract | Background and objectives: This paper seeks to analyze the current state of digital marketing adoption by Small and Medium-sized Enterprises (SMEs) in Colombia and its consequent impact on these entities. To achieve this, the digital marketing strategies employed by Small and Medium-sized Enterprises across various sectors in the country are examined, aiming to understand their level of adoption. Methods: Qualitative study using document analysis methodology with content analysis to analyze the adoption and implementation of digital marketing in small and medium-sized enterprises (SMEs) in Colombia Findings: It was found that digital marketing strategies have a positive impact on the growth and development of businesses in Colombia. Despite this, many companies lack knowledge to implement these strategies. Conclusion: It is essential for Colombian Small and Medium-sized Enterprises to undergo constant training and updates in information and communication technologies. Small and Medium-sized Enterprises should invest in and educate their labor force on digital tools to enhance their positioning and financial performance. | eng |
| dc.format.mimetype | application/pdf | eng |
| dc.identifier.doi | 10.32997/pe-2023-4774 | |
| dc.identifier.eissn | 2463-0470 | |
| dc.identifier.issn | 0122-8900 | |
| dc.identifier.uri | https://hdl.handle.net/11227/17939 | |
| dc.identifier.url | https://doi.org/10.32997/pe-2023-4774 | |
| dc.language.iso | eng | eng |
| dc.publisher | Universidad de Cartagena | spa |
| dc.relation.bitstream | https://revistas.unicartagena.edu.co/index.php/panoramaeconomico/article/download/4774/3711 | |
| dc.relation.citationendpage | 374 | |
| dc.relation.citationissue | 4 | spa |
| dc.relation.citationstartpage | 360 | |
| dc.relation.citationvolume | 31 | spa |
| dc.relation.ispartofjournal | Panorama Económico | spa |
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| dc.rights.accessrights | info:eu-repo/semantics/openAccess | eng |
| dc.rights.coar | http://purl.org/coar/access_right/c_abf2 | eng |
| dc.rights.creativecommons | Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0. | eng |
| dc.rights.uri | https://creativecommons.org/licenses/by/4.0/ | eng |
| dc.source | https://revistas.unicartagena.edu.co/index.php/panoramaeconomico/article/view/4774 | eng |
| dc.subject | Communication technologies | eng |
| dc.subject | Digital marketing | eng |
| dc.subject | Information | eng |
| dc.subject | SMEs | eng |
| dc.subject | Strategies | eng |
| dc.subject | Estrategias | spa |
| dc.subject | Marketing digital | spa |
| dc.subject | tecnologías de la información y comunicación | spa |
| dc.subject | PyMes | spa |
| dc.title | Adopción del Mercadeo Digital en Pequeñas y Medianas empresas (PyMes) | spa |
| dc.title.translated | Digital Marketing adoption in Small and Medium-sized Enterprises (SMEs) | eng |
| dc.type | Artículo de revista | spa |
| dc.type.coar | http://purl.org/coar/resource_type/c_6501 | eng |
| dc.type.coarversion | http://purl.org/coar/version/c_970fb48d4fbd8a85 | eng |
| dc.type.content | Text | eng |
| dc.type.driver | info:eu-repo/semantics/article | eng |
| dc.type.local | Journal article | eng |
| dc.type.redcol | http://purl.org/redcol/resource_type/ARTREF | eng |
| dc.type.version | info:eu-repo/semantics/publishedVersion | eng |
| dspace.entity.type | Publication | eng |
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