Digital Marketing (MKT) and Microenterprises (SMEs). Main challenges in Ecuador

Abstract

Digital Marketing is a resource that has currently become more relevant for companies and businesses; it can become an important tool to increase the competitiveness and profitable durability of SMEs. The research presented is part of a series of studies related to the digitization of businesses, for which the authors have proposed as a general objective: Analyze the strengthening of digital marketing management to overcome the main challenges of small and medium-sized companies (SMEs) of the Ambato canton in Ecuador. Its approach was the qualitative paradigm, which allowed carrying out a documentary investigation based on a content review, which allowed obtaining important contributions regarding the statistics and records of SMEs' situation in the province and the canton. It was obtained as a result that the situation of small companies is more advanced in terms of their digital incorporation, in many cases forced by the crisis of the COVID-19 pandemic; however, there is still a path of practices and use of resources such as digital marketing for its complete, efficient management in these terms.