Impacto del marketing digital en los emprendimientos post pandemia COVID 19
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Fecha
2022
Autores
Arteta Molina, Betina Milagro
Barrios Beleño, Daniela Andrea
Barrios Ruiz, Jaison
Cárdenas Sanabria, Lina María
Carrillo Rivera, Daniel Elías
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Ediciones Universidad Simón Bolívar
Facultad de Ingenierías
Facultad de Ingenierías
Resumen
Este artículo presenta un análisis del impacto del marketing digital con la finalidad de conocer los aportes que ha generado la implementación de estas nuevas tecnologías en los emprendimientos post pandemia COVID – 19 ubicados en la zona norte de la ciudad de Barranquilla. Dicha investigación se realizó bajo un enfoque cualitativo debido que se basó en las perspectivas y puntos de vista de los emprendedores de acuerdo con las experiencias en el manejo de sus negocios en la pandemia. Para la medición de este impacto se aplicó una encuesta enfocada a conocer el retorno de la inversión (ROI), ventajas – desventajas del marketing digital y las contribuciones del uso de las TIC en los emprendimientos. Durante la investigación se encontró que luego de la implementación del marketing digital cómo estrategia digital, se obtuvo mayores ganancias y los costos se mantuvieron o disminuyeron, asimismo, el retorno de la inversión fue superior a la inversión inicial realizada concluyendo así que el impacto del marketing digital en los emprendimientos post pandemia COVID – 19 fue positivo y representó un beneficio respecto al posicionamiento y reconocimiento de sus negocios frente a la competencia.
This article presents an analysis of the impact of digital marketing to know the contributions generated by the implementation of these new technologies in post-pandemic COVID-19 ventures located in the north of the city of Barranquilla. This research was carried out under a qualitative approach because it was based on the perspectives and points of view of the entrepreneurs according to the experiences in managing their businesses in the pandemic. To measure this impact, a survey focused on knowing the return on investment (ROI), advantages - disadvantages of digital marketing and the contributions of the use of ICT in entrepreneurship was applied. During the investigation it was found that after the implementation of digital marketing as a digital strategy, higher profits were obtained and costs were maintained or decreased, likewise, the return on investment was higher than the initial investment made, thus concluding that the impact of marketing in post-pandemic COVID-19 ventures was positive and represented a benefit regarding the positioning and recognition of their businesses against the competition.
This article presents an analysis of the impact of digital marketing to know the contributions generated by the implementation of these new technologies in post-pandemic COVID-19 ventures located in the north of the city of Barranquilla. This research was carried out under a qualitative approach because it was based on the perspectives and points of view of the entrepreneurs according to the experiences in managing their businesses in the pandemic. To measure this impact, a survey focused on knowing the return on investment (ROI), advantages - disadvantages of digital marketing and the contributions of the use of ICT in entrepreneurship was applied. During the investigation it was found that after the implementation of digital marketing as a digital strategy, higher profits were obtained and costs were maintained or decreased, likewise, the return on investment was higher than the initial investment made, thus concluding that the impact of marketing in post-pandemic COVID-19 ventures was positive and represented a benefit regarding the positioning and recognition of their businesses against the competition.
Descripción
Palabras clave
Marketing digital, Emprendimientos, Retorno de la inversión, TIC, Estrategia digital, Digital marketing, Ventures, Return of investment, Digital strategy
