Browsing by Author "Orozco Victoria, Daniel Felipe"
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Item Análisis de las estrategias de marketing digital en pymes postpandemia(Universidad Santiago de Cali, 2023) Bermúdez Parra, Diego Fernando; Orozco Victoria, Daniel Felipe; López García, Gissela; Norato Hernandez, Francy LilianaThis review article analyzes the trend of digital marketing strategies in post-pandemic SMEs. Firstly, a description of the management of digital marketing by SMEs before the health emergency caused by Covid-19 is made, taking into account the lack of knowledge, disinterest and lack of tools to apply it correctly, in addition to the way traditional way of marketing, subsequently, the scenario of the pandemic and the changes it generated for companies is presented, in which SMEs were seriously affected, so they had to change the way of advertising and promoting their products and/or or services, likewise, the benefits that the proper use of digital marketing and the application of all the tools it has to generate greater visibility in the current market has meant for SMEs. For this review, 38 articles were initially analyzed, of which 10 articles were selected that met the proposed criteria and allowed the objective to be developed. Finally, the main findings of the investigation and suggestions about the way in which the indicated problem should be addressed are presented.