Análisis de la relación entre estrategias de marketing digital y el rendimiento financiero de la PYMES comerciales en Guayaquil

Abstract

The study analyzed the relationship between digital marketing strategies and the financial performance of commercial SMEs in Guayaquil, identifying the strategies implemented and evaluating their impact on financial results, in order to propose successful approaches. The key strategies include social media advertising, search engine optimization, and content marketing. These strategies facilitate effective and personalized communication with consumers, not only expanding visibility and reach, but also increasing return on investment by optimizing resources and decreasing costs compared to traditional campaigns. The research used a mixed approach, which also included interviews with three managers, three digital marketing experts, and surveys of 380 SMEs. In addition, an exhaustive review of academic literature and official sources was carried out in order to build a solid theoretical framework. The results obtained indicate that companies that invest in digital marketing achieve an average increase of 40% in their annual revenue, highlighting the importance of social media and digital advertising as key strategies. However, lack of budget and lack of trained personnel remain persistent challenges. It was concluded that proper strategic planning and the use of analysis metrics are essential to maximize the benefits of digital marketing. Despite the obstacles, these strategies offer high potential to improve the competitiveness and financial growth of SMEs in Guayaquil.