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La transición del marketing tradicional al marketing digital en las pymes del sector comercio en Colombia los últimos 5 años (2015-2020)
(Universidad Santiago de Cali, 2020) Idarraga Tellez, Alejandra; Artunduaga Londoño, Daniela María; Muñoz Botina, Katherin; Burbano Cerón, Jose María
This article is the product of a bibliographic review research, the objective of which was a review of the concepts of marketing, in this article the topic of digital marketing is taken as a reference. The article is based on emphasizing what the transition from traditional to digital marketing has been in SMEs over the past 5 years, noting what benefits they can bring, and how it is contributing to becoming increasingly profitable. Knowing what these challenges have had to face the market with the changes that have arisen over time, discovering what have been those new needs that have been generated in consumers and after that know how digital marketing has positively influenced the help of solving these new needs that have been created not only in consumers but also as a highly potential alternative for SMEs.