Propuesta de estrategias de transformación digital en el desarrollo del departamento de marketing y ventas para empresas Pymes en la ciudad de Loja, año 2024

Abstract

Abstract: In the current context, small and medium-sized businesses (SMEs) face significant challenges in their marketing and sales processes, due to the lack of automation and digital strategies. This study aims to design a comprehensive proposal for digital transformation strategies: implementation of a personalized mobile application, use of artificial intelligence tools, implementation of search engine optimization (SEO) techniques and the development of search engine advertising campaigns (SEM), to improve operational efficiency, sales productivity and customer experience in the SMEs studied (Ile C.A, Cafrilosa, Flandoli, packed mama Lola) in the city of Loja for the year 2024. The feasibility of this research lies in the economic and strategic importance of addressing the lack of digital transformation in SMEs. These companies are crucial to the global economy, and their ability to compete in a digitalized environment is vital to sustainable economic development. Additionally, automation can improve customer experience, positively influencing company loyalty and reputation.