de la microempresa de Guayaquil

Gissela Monserrate Saltos Santana

Marjorie Marcela Acosta Véliz

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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 because of 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. With the use of

0002-6225-1871

https://orcid.org/0000-0002-9462-1881

https://orcid.org/0000-0003-1106-7510

know not only the state in which microenterprises

handle these terms but also the evolution of a

microenterprise when applying marketing strategies,

RESUMEN

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 que 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

que las microempresas manejan esos términos sino también la evolución de una

microempresa al aplicar estrategias de marketing, específicamente del marketing digital

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 it 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

business. On the other hand, there are owners of microenterprises that do not have the

adequate knowledge to formalize the operation of their business, which over time leads

to the business remaining stagnant without a view to growth.

to various factors such as educational, economic, political, among others that directly or

indirectly affect the stability and permanence of the microenterprise. When we talk

about education, we emphasize the little or no knowledge that entrepreneurs or

microentrepreneurs have regarding the operation or organization of a business. This

leads to not being able to take full advantage of the tools or mechanisms that exist for a

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.

The work is composed of a literature review where basic and key concepts about

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

be considered is the concept of microenterprise with its characteristics, the concept of

marketing along with the different types that exist, delving more into digital marketing

among other aspects that will be based on references of authors who have previously

developed similar topics.

The National Institute of Statistics and Census (INEC, 2019) catalogs microenterprises

as those that maintain annual sales of less than $100,000 and that are made up of one to

is the case of street vendors; Expansion, has income but without being sufficient to

develop it; and finally Transformation, higher income that allows forming the capital that

will allow them to grow; in this case the microenterprises used for the analysis belong

Economic activities are those processes carried out in an economy for the creation of

products and services, these are divided into three major sectors known: the primary,

secondary and tertiary sector; the first two sectors, unlike the third, are considered

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

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

the creation of a product. (Editorial Grudemi, 2017)

In Guayaquil, most microenterprises operate in the commercial sector because, unlike

other sectors, operating expenses are not as high as they would be for a manufacturing

company, for example. However, it should be noted that this sector, due to its ease of

operation, tends to be saturated, so there is a lot of competition, which at the same

time generates little income.

The market and the companies that are part of it, are constantly competing with each

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 fundamental for a

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

repeated. Among the most outstanding are (Digital Elevation Group, 2022):

6. Email marketing: essential in digital marketing, content and offers are sent by email to

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

of massive data." In addition to the above, digital marketing consists of the set of

marketing strategies that occur in the online world and seek some kind of conversion

by the user." (Selman, 2017) For (Afrina, Tasneem, & Kaniz, 2015) digital marketing

In the case of the use of marketing through television, this is still one of the sources to

promote products or services which in joint action with digital media can cover a broad

sector without discriminating the information to anyone, since using traditional media

reaches those people who do not have the conditions to use digital media either by

economic difficulties or lack of internet connection where the family could live.

and that as the research develops, a coherent theory is formed based on what is

observed. (Esterberg, 2002) In other words, it gathers factual data to analyze them and

reach a general conclusion, as an inductive process.

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

a field study. (2022) the data needed to conduct the research are taken in real,

uncontrolled environments; on the other hand, the historical review of previous works

with respect to their opinions or conclusions, as well as the review of statistical data

over time on the subject, is what allows us to consider the work as documentary. For

this, both primary and secondary sources are considered to obtain the concepts of digital

marketing, microenterprise, among others, and at the same time the statistical data of

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

purchases.

it should be noted that the decline in that year was not very significant but maintained

products that society desperately demanded. (INEC, 2022)

physical stores, which complicated not only the sales of these businesses but also the

communication with their customers and in turn forced consumers to use e-commerce

as an alternative to make their purchases, which shows that digital marketing is the only

In Ecuador, the top 5 of the most visited pages today, which generally remain the same

over time, first is Google, which allows people to find information of any kind or in this

case to search for a company that offers what they want. Followed by YouTube and then

Facebook, although between these two it should be noted that Facebook is the most

used for the marketing of products or services, as noted at the top. And is that Facebook

has also adapted to the needs of its users by creating a kind of Facebook virtual

marketplace where you can find the products, apart also that allows you to pay for

advertising space in the news of the social network so the use of FB is very interesting

for the development of a digital marketing. Finally as indicated in table 1, Instagram also

is that when using it you can see how much it is used by businesses to sell their products,

some are more prominent while others keep a simple use about showing their products

apart also that the same app has improved or fixed its interface to give a better service

to entrepreneurs so that people can buy in the application without any problem.

time and that 2020 had a drop in sales, like the other sectors, the situation was also

similar, with COVID-19 being the main cause. Microenterprises, although they have

begun to use technologies to improve their income, the truth is that very few take full

to be in the networks promoting and positioning the brand, requires a significant amount

of time that usually businesses cannot do it since another feature that influences it is the

lack of staff for someone to dedicate only to that.