Análisis de la inteligencia artificial y su efecto en las Pymes para contribuir a sus estrategias de marketing digital en Barranquilla
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Fecha
2023
Autores
Figueroa Mora, Angie Lucia
Meza Polo, Gabriela Michelle
Suarez Castro, Mario Ferney
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El objetivo de esta investigación se centra en analizar cómo la implementación de la IA afecta a las PYMES en Barranquilla y su contribución a las estrategias de marketing digital. Investigaciones previas han destacado los beneficios generales de la IA en las PYMES, como la automatización de tareas y mejora de la toma de decisiones basadas en datos y análisis; para obtener resultados prometedores, pero es importante tener en cuenta que el impacto de la IA puede variar dependiendo del contexto local, incluyendo la cultura empresarial y las regulaciones del mercado.
Los primeros resultados de esta investigación muestran que la implementación de la IA ha tenido efectos positivos en las estrategias de marketing digital de las PYMES en Barranquilla. Esto ha mejorado la eficacia y eficiencia de las campañas de marketing permitiendo la automatización de tareas y la personalización de las comunicaciones con los clientes. Pero, también se han identificado desafíos en la adopción IA por parte de las PYMES, como la falta de conocimiento y habilidades técnicas para implementar y aprovechar al máximo la IA en el marketing digital. Al evidenciarse la falta de comprensión necesaria sobre herramientas de análisis de datos, limitando su capacidad para aprovechar todo el potencial de la IA.
Finalmente, la seguridad, la recopilación y análisis de grandes cantidades de datos de los clientes es parte fundamental de la IA en el marketing digital. Por lo tanto, es esencial garantizar que estos datos estén protegidos y cumplir con las regulaciones de privacidad correspondientes.
The objective of this research is focused on analyzing how the implementation of AI affects SMEs in Barranquilla and its contribution to digital marketing strategies. Previous research has highlighted the general benefits of AI in SMEs, such as automating tasks and improving decision-making based on data and analytics; to get promising results, but it is important to note that the impact of AI can vary depending on the local context, including business culture and market regulations. The first results of this research show that the implementation of AI has had positive effects on the digital marketing strategies of SMEs in Barranquilla. This has improved the effectiveness and efficiency of marketing campaigns by allowing the automation of tasks and the personalization of communications with customers. But, challenges in AI adoption by SMEs have also been identified, such as the lack of knowledge and technical skills to implement and make the most of AI in digital marketing. Evidencing the lack of necessary understanding of data analysis tools, limiting their ability to take advantage of the full potential of AI. Finally, security, the collection and analysis of vast amounts of customer data, is a fundamental part of AI in digital marketing. Therefore, it is essential to ensure that this data is protected and to comply with the corresponding privacy regulations.
The objective of this research is focused on analyzing how the implementation of AI affects SMEs in Barranquilla and its contribution to digital marketing strategies. Previous research has highlighted the general benefits of AI in SMEs, such as automating tasks and improving decision-making based on data and analytics; to get promising results, but it is important to note that the impact of AI can vary depending on the local context, including business culture and market regulations. The first results of this research show that the implementation of AI has had positive effects on the digital marketing strategies of SMEs in Barranquilla. This has improved the effectiveness and efficiency of marketing campaigns by allowing the automation of tasks and the personalization of communications with customers. But, challenges in AI adoption by SMEs have also been identified, such as the lack of knowledge and technical skills to implement and make the most of AI in digital marketing. Evidencing the lack of necessary understanding of data analysis tools, limiting their ability to take advantage of the full potential of AI. Finally, security, the collection and analysis of vast amounts of customer data, is a fundamental part of AI in digital marketing. Therefore, it is essential to ensure that this data is protected and to comply with the corresponding privacy regulations.
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Palabras clave
Inteligencia artificial, Marketing digital, PYMES, Automatización, Toma de decisiones, Eficacia, Eficiencia, Artificial intelligence, Digital marketing, SMEs, Automation, Decision making, Effectiveness, Efficiency
