Evaluación del impacto de las estrategias de marketing digital en la competitividad de las pequeñas y medianas empresas de la industria de la cosmética natural ubicadas en el sector norte del DMQ, periodo 2024 - 2025

Abstract

This study aims to analyze the impact of digital marketing strategies on the competitiveness of small and medium-sized enterprises in the natural cosmetics industry in the northern sector of the Metropolitan District of Quito (DMQ) during the period 2024-2025. It seeks to identify emerging trends in the industry and the impact of these actions. In a context characterized by the growing demand for natural, sustainable, and chemical-free products, companies in the sector face the challenge of adapting to new digital strategies to maintain their market positioning and competitiveness. The study uses social media, e-commerce, search engine optimization, and digital advertising as tools to influence visibility, customer loyalty, and ultimately, increased sales for these companies. The research employs a quantitative and descriptive approach, utilizing surveys administered to company representatives and consumers to analyze the effectiveness of these strategies. The results of this study will allow us to identify the most effective digital strategies for strengthening business competitiveness, as well as offer recommendations for optimizing the use of digital resources, improving customer communication, and thus achieving greater growth and success.