Análisis del impacto del marketing digital como herramienta de negocios en las PyMES sector servicios de la ciudad de Loja, año 2016

Abstract

This research aims to measure the impact of digital marketing as a business tool especially in PyMES from Loja in the services sector, through a study to determine the degree of impact of the digital era on them. The essential role of PyMES is considered, who have become transcendental, not only for generating wealth and employment, but their competitive capacity while including in their strategies innovation tools that forge a productive and economic growth for business. A study of 192 PyMES from Loja in the services sector was conducted, where strategies, practices, investment, efficiency and impact of digital marketing were determined and finally indicators that will be a guide to measure their performance are exposed. This research eventually became a support and consultation manual in order to learn about this strategy and thus a strategic plan was raised as a proposal for PyMES to encourage the intensive use of social media in their businesses and achieve a digital culture in this sector.

KEYWORDS: marketing, digital, PyMES, impact, strategy, tool, innovation, business.