de la microempresa de Guayaquil

Gissela Monserrate Saltos Santana

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application of such marketing strategies affects the

development of microenterprises, to know what

happens when implementing digital marketing in their

operations. In Ecuador there are numerous

enterprises formed under the need or innovation,

turning them into small businesses by the few staff

that compose it; however, these enterprises are

formed in a very simple way without taking into

account a strategic marketing plan, which leads them

to disappear from the market. The use of marketing

bibliographic documentation of previous authors

who have done similar work to reach an analysis in

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6225-1871

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specifically digital marketing that in today's business

En este trabajo de investigación se analizará el uso del marketing digital en las

microempresas del sector comercial de la ciudad de Guayaquil y como incide la

aplicación de dichas estrategias de marketing en el desarrollo microempresarial, para

saber qué ocurre al momento de implementar el marketing digital en sus operaciones.

En el Ecuador existen numerosos emprendimientos formados bajo la necesidad o

innovación, convirtiéndolas en pequeñas empresas por el poco personal que lo

compone; sin embargo, dichos emprendimientos se forman de manera muy simple sin

tener en cuenta un plan estratégico de marketing, lo que las lleva a que desaparezcan del

mercado. Con el uso del marketing permiten no solo posicionar su marca en el mercado,

sino que ayuda a mejorar sus ventas, permitiéndoles crecer o mantenerse en el tiempo.

que en el mundo empresarial actual se utiliza cada vez con más importancia.

Palabras clave: marketing digital, desarrollo microempresarial, sector comercial,

estrategias de marketing

INTRODUCTION

Nowadays, day by day companies seek to innovate and stay in the market without their

representation in the same tends to decline, for the same reason these corporations

allocate part of the income to the study and development of strategies that allow them

to improve their performance and income; this is the case of the implementation of

marketing in a company, marketing allows that through techniques and studies

In Ecuador there are a wide range of microenterprises that are formed due to the desire

business to thrive as in the case of marketing and as today, increasingly delve deeper

into technological life, digital marketing is a way to enter that world. This work arises in

order to conduct a study analyzing how the use of digital marketing in commercial

microenterprises in Guayaquil affects or influences their development.

marketing and the different types that exist of it are addressed, apart from also

developing the concepts that allow understanding what it is to be a microenterprise.

After the review of concepts, the methodology to be used in the article will be

developed, detailing the type of research, the tools and methodological sources to be

used. As a final point, the results obtained from the data collection and the analysis of

the same with respect to the microenterprise development will be shown, without

forgetting that the conclusions that the different authors reached with the realization of

this work will be developed.

In this section the key concepts, topologies or characteristics of the elements that make

up the topic are developed for the understanding of the same. Among the variables to

nine people. With these characteristics, it is possible to have a general notion of what a

microenterprise implies, basically they are businesses dedicated to any economic activity,

usually not dedicated to manufacturing in their beginnings, and characterized by their

small size in several aspects such as initial capital of the company, annual sales, number

of employees, etc., taking into account the legislation and definition stipulated by each

country.

Microenterprises generally arise from the owner's need to undertake an idea, either to

satisfy basic personal needs or to achieve personal improvement. On the other hand,

three types of microenterprises are identified according to the Etecé Editorial Team

(2021) which are: Survival, without capital base because it is of immediate production as

although microenterprises have an influence on the creation of jobs and dynamize the

productive sectors for the purpose of obtaining a tangible product in the economy, on

the other hand the tertiary sector does not perform the process of creating a

commodity as such but is focused on offering different services, among the highlights are

transportation, financial services, trade, health, tourism among others. (Salazar, 2016) In

addition to this, the commercial activity as indicated in the tertiary sector, consists of

buying and selling goods, products or services where the merchant who acquired the

product sells it to the final consumer either for his own consumption or to return with

the resale cycle; although this activity is within the tertiary sector, the reality is that trade

between seller and consumer can be found in the different processes for the creation of

a product. (Editorial Grudemi, 2017)

other using mechanisms or tools that allow them not only to stay in the market but to

scale and position themselves in a better way in it. Marketing is essential for a company

to achieve its proposed objectives and grow as projected. Marketing not only seeks to

improve sales strategies, but also to position the brand in the market. As pointed out by

León and Medina (2019) agree that the use of marketing in business allows owners to

achieve their objectives, thus enabling them to obtain what they want and need through

the creation, supply and free exchange of products. By 2013 the American Marketing

Association (known as AMA for its acronym in English) develops the most recent

concept on marketing defined as the activity where "a set of relevant practices and

processes to create, communicate, release and exchange offerings that have value for

Since the definition of marketing has accompanied society throughout time, it is

understandable that, just like society, its concept has evolved due to different changes.

For this reason the study of marketing is very broad due to the constant updating that

it has and that goes according to the growth of society; among the main types of

marketing that have been identified are. (Mare Nostrum Edition, 28):

1. Offline or traditional marketing: those actions that take place outside the Internet,

such as merchandising or telemarketing.

2. Digital Marketing: online strategy

3. Outbound Marketing: active approach by companies to win new customers.

7. Social Media Marketing: it is mainly used to inform, observe and interact with the

target audience.

8. SEO and SEM: (Search Engine Optimization) techniques applied to the website to

improve its position in search engines. SEM (Search Engine Marketing) practices

carried out on a website to obtain greater visibility through advertising campaigns.

9. Neuromarketing: measures the neural activities of customers or target audiences

when they are exposed to campaigns or advertisements.

Marketing over the years has been evolving and adapting to the current circumstances

that society has to deal with, in this case the consolidation of the internet has been a

new challenge for companies in the adequacy of marketing strategies. According to Uribe

Digital marketing has several tools that allow the company to use the one that best suits

the needs of the same in order to improve the organization considerably, the following

tools are listed below (Toledano, 2015)

services.

the product or service offered by the company is sent.

each visit or customer they bring to the business.

way to "earn" clicks to your website by using advertising.

MATERIALS AND METHODS

Since the purpose of the research work is to analyze the impact of the use of digital

of the real events that took place in a place of study, such as Guayaquil, is what makes

microenterprises over the years, as well as the use of technology in citizens to make

purchases.

advertise. (Cordero, 2019). According to Arteaga, Coronel and Acosta. (2018) "The

traditional activities that previously took a long time." With the pandemic it could be

improve their digital marketing, apart from the fact that to be in the networks promoting

also allows the consumer to know through the reviews and opinions of others, the

quality of the products offered by a company, as well as the quality of service provided.

For commercial microenterprises, the use of digital marketing is a way to improve their

sales because it allows them to reach niche markets beyond their physical possibilities

thanks to the magic of the internet with the interconnection that allows their products

to reach an international market. Digital marketing should not be confused with e-

commerce since the latter is the result of a proper use of marketing on the intranet;

digital marketing goes beyond buying virtually and with proper use, the creation of

strategies and the efficient use of the tools a business can be enhanced and achieve

growth in the market.

control and reduce costs and administrative processes that indicate the improvement of

the business. Finally, the use of digital marketing in the commercial processes of a

company positively influences sales or brand positioning in a market, however, in

commercial microenterprises in the city of Guayaquil no significant change is seen when

using it and that is due to the way in which these microenterprises are formed, there

are some businesses that are created out of necessity, which do not seek to have a

structure or organization to improve processes apart from having no knowledge in the

administration of a business. Although microenterprises have gradually entered the use

of digital tools, the same has been so poor that does not allow to make the most of its

potential. An example of this is when users use their social networks to show their