Análisis del impacto del uso de herramientas de marketing digital en los procesos comerciales para la identificación de oportunidades de crecimiento de MiPymes en la ciudad de Barranquilla.
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Fecha
2025
Autores
López Nieto, Pedro Javier
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Esta investigación analiza el impacto del uso de herramientas de marketing digital
(MD) en los procesos comerciales de las micro, pequeñas y medianas empresas
(mipymes) de la ciudad de Barranquilla, con el fin de identificar barreras,
oportunidades y proponer estrategias que fortalezcan su desarrollo empresarial. La
creciente digitalización ha obligado a las empresas a adaptar sus modelos
comerciales, pero muchas mipymes enfrentan desafíos significativos para
implementar de manera efectiva estas herramientas.
La metodología se basó en un enfoque cualitativo-descriptivo, con revisión
documental de estudios académicos recientes, artículos, informes institucionales y
fuentes especializadas. Esta base permitió examinar de forma integral las
limitaciones que obstaculizan la adopción del MD y su influencia en la mejora de
procesos comerciales.
En cuanto al primer objetivo, se identificaron diversas barreras que limitan la
implementación del MD en las mipymes de Barranquilla. Entre ellas destacan las
barreras culturales (resistencia al cambio y desconfianza tecnológica), tecnológicas
(infraestructura inadecuada), de conocimiento (falta de formación en competencias
digitales), financieras (bajo presupuesto) y organizacionales (falta de visión
estratégica). Estas limitaciones dificultan la integración de herramientas digitales y
reducen la competitividad empresarial.
Respecto al segundo objetivo, se evidenció que el uso estratégico del MD
favorece la identificación de oportunidades de crecimiento y optimización de
procesos comerciales. Herramientas como el CRM y las redes sociales (RRSS)
permiten a las empresas mejorar su interacción con clientes, innovar en su gestión,
y ampliar su alcance, incluso hacia mercados internacionales.
Finalmente, se propusieron estrategias de MD orientadas a superar las barreras
existentes y potenciar el desarrollo empresarial. Entre ellas se encuentran el uso
progresivo de canales digitales, la capacitación en herramientas básicas como
RRSS y email marketing, el diseño de contenidos centrados en el cliente, y el
aprovechamiento de plataformas gratuitas. Estas estrategias resultan viables,
escalables y adaptables al contexto de las mipymes locales
This research analyzes the impact of the use of digital marketing (DM) tools on the business processes of micro, small, and medium-sized enterprises (MSMEs) in the city of Barranquilla, with the aim of identifying barriers and opportunities and proposing strategies to strengthen their business development. Increasing digitization has forced companies to adapt their business models, but many MSMEs face significant challenges in effectively implementing these tools. The methodology was based on a qualitative-descriptive approach, with a documentary review of recent academic studies, articles, institutional reports, and specialized sources. This basis allowed for a comprehensive examination of the limitations that hinder the adoption of DM and its influence on improving business processes. Regarding the first objective, various barriers were identified that limit the implementation of DM in MSMEs in Barranquilla. These include cultural barriers (resistance to change and mistrust of technology), technological barriers (inadequate infrastructure), knowledge barriers (lack of training in digital skills), financial barriers (low budget), and organizational barriers (lack of strategic vision). These limitations hinder the integration of digital tools and reduce business competitiveness. Regarding the second objective, it was evident that the strategic use of DM favors the identification of opportunities for growth and optimization of business processes. Tools such as CRM and social media (SM) allow companies to improve their interaction with customers, innovate in their management, and expand their reach, even to international markets. Finally, DM strategies were proposed to overcome existing barriers and enhance business development. These include the progressive use of digital channels, training in basic tools such as SNS and email marketing, the design of customer-centric content, and the use of free platforms. These strategies are viable, scalable, and adaptable to the context of local MSMEs
This research analyzes the impact of the use of digital marketing (DM) tools on the business processes of micro, small, and medium-sized enterprises (MSMEs) in the city of Barranquilla, with the aim of identifying barriers and opportunities and proposing strategies to strengthen their business development. Increasing digitization has forced companies to adapt their business models, but many MSMEs face significant challenges in effectively implementing these tools. The methodology was based on a qualitative-descriptive approach, with a documentary review of recent academic studies, articles, institutional reports, and specialized sources. This basis allowed for a comprehensive examination of the limitations that hinder the adoption of DM and its influence on improving business processes. Regarding the first objective, various barriers were identified that limit the implementation of DM in MSMEs in Barranquilla. These include cultural barriers (resistance to change and mistrust of technology), technological barriers (inadequate infrastructure), knowledge barriers (lack of training in digital skills), financial barriers (low budget), and organizational barriers (lack of strategic vision). These limitations hinder the integration of digital tools and reduce business competitiveness. Regarding the second objective, it was evident that the strategic use of DM favors the identification of opportunities for growth and optimization of business processes. Tools such as CRM and social media (SM) allow companies to improve their interaction with customers, innovate in their management, and expand their reach, even to international markets. Finally, DM strategies were proposed to overcome existing barriers and enhance business development. These include the progressive use of digital channels, training in basic tools such as SNS and email marketing, the design of customer-centric content, and the use of free platforms. These strategies are viable, scalable, and adaptable to the context of local MSMEs
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Palabras clave
Marketing digital, Mipymes, Procesos comerciales, Herramientas digitales, Estrategias de marketing
