Marketing digital como oportunidad para el crecimiento y posicionamiento de emprendimientos en el Azuay

Abstract

The Covid 19 pandemic generated a series of restrictive measures, which led to the sudden change of the traditional business model, forcing the incorporation of new technologies, thus moving to an online business model; digital marketing allowed this change, giving way to the creation of new entrepreneurships that operate exclusively online. This article presents the results of the implementation of digital marketing as an effective tool for entrepreneurship in the digital environment in the province of Azuay. A quantitative methodology of descriptive exploratory type was used, through the application of a survey to online entrepreneurships and obtaining digital marketing indicators. The results obtained show that entrepreneurs find in digital marketing an opportunity for the creation of their business and its subsequent growth, the main reasons for using digital marketing are: ease of sales, 24-hour access and interaction with customers, highlighting the use of social networks as the main digital tool. Additionally, retention and conversion rates reflected that a digital business, as it is maintained over time, can obtain high rates of transactions and loyal customers.