Impacto de estrategias de marketing digital en las pymes comerciales de Guayaquil

Abstract

The findings of the research show that commercial SMEs in Guayaquil have increasingly adopted digital marketing strategies, with a predominant presence on social media platforms such as Instagram, Facebook, and WhatsApp. These platforms have become the most commonly used channels to promote products, interact with customers, and build audience loyalty. However, the frequency and consistency of campaigns vary, reflecting an intermediate level of visibility and audience engagement. The implementation of these strategies has shown a positive effect on business management indicators. SMEs that plan and execute their digital actions systematically report improvements in acquiring new customers, increasing sales, and strengthening brand recognition. Nevertheless, it was identified that limited digital training for staff and restricted access to technological tools represent obstacles that prevent maximizing the benefits of digital marketing. These results suggest that, while digital marketing contributes to the growth and competitiveness of SMEs, its effectiveness depends on greater investment in training, channel diversification, and strategic use of technology. In this way, small and medium-sized enterprises can optimize their resources, enhance customer relationships, and consolidate their position in the local market.