Resumen

URIBE-BELTRAN, Clara Inés  y  SABOGAL-NEIRA, Daniel Fernando. Marketing digital en micro y pequeñas empresas de publicidad de Bogotá. rev.univ.empresa [online]. 2021, vol.23, n.40, pp.100-121.  Epub 11-Sep-2021. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.8730.

This article presents the results of an investigation carried out in micro and small advertising companies in Bogotá-Colombia. The objective was to identify the online tools used in their digital marketing strategies, including the use of social networks and social network actions. The methodology used was exploratory-descriptive, using the content analysis technique performed on a statistically representative sample of 365 companies. In addition, 140 surveys were conducted on entrepreneurs as a way of contrasting the analysis. The main results show that the majority of micro and small advertising companies do not yet have an e-commerce platform or perform search engine positioning actions. The most used social networks are Facebook and Instagram, where, to a greater extent, they disseminate their own images and content. The research allowed concluding that companies of this size still do not make efficient or strategic use of digital resources for their self-promotion. The need for specific training for businesspeople in the sector is evident, as well as the reinforcement of the union and envisioning a relation with creatives with these typee of companies if digitalization processes are carried out.

Palabras clave : Digital marketing; advertising; agencies; Bogotá.

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