“Análisis de la Migración al Marketing digital en las Mipymes comerciales de Azogues - Ecuador”

Abstract

Digital marketing, as a marketing tool, has resulted from digital transformation through ICTs, facilitating the process of information and purchase. Therefore, it is appropriate to study the migration to digital marketing in commercial MSMEs in Azogues. Therefore, a study is conducted in which a sample of millennials between 20 and 40 years of age in the city is analyzed, and a validated survey composed of 18 multiple-choice questions is applied. The results are compiled using digital media in the cloud; for their channeling and analysis, the SPSS statistical program is used to generate contingency tables, graphs, and chi-square tests to validate the hypotheses proposed. As a result, 78% of millennials make purchases online, underscoring the significance for commercial MSMEs in the city to venture into digital media. Likewise, the digital absence and lack of online positioning among the businesses of the city became evident. This research aims to make an academic-strategic contribution to the commercial MSMEs of Azogues in digital marketing campaigns while addressing the research question: Are there bivariate dependencies between digital marketing and exogenous factors applicable to commercial MSMEs in the city of Azogues? Additionally, how can they take advantage of this tool with its implementation?