Challenges faced by MSMEs to get into digital marketing in times of COVID-19

Abstract

This article describes the crisis that micro, small and medium enterprises have experienced throughout the country during the health emergency (COVID-19), due to low production and reduced sales. It aims to examine the effects of incorporating digital business marketing that becomes a mechanism to deal with this problem and to fill the digital gap of these companies. This issue is addressed considering the socioeconomic difference between those communities that have access to information and communication technologies and those that do not. In order to collect information, an exploratory comparative descriptive analysis was carried out of the main research studies on the relationship between business digital marketing and the outcomes in business development, employee commitment, positioning, consumer satisfaction and financial performance. Additionally, the authors propose criteria to help bridge this digital gap. The findings show that, despite the existence of great divergences, the companies that today, in face of the current crisis, attempt to leverage their digital technology and connectivity capacity are going to be benefited by an increase in sales and market sustainability with international exposure.

Keywords

• tecnología digital
• reconocimiento
• trabajadores
• satisfacción del consumidor
• reconocimiento empresarial
• rendimiento financiero