Análisis de la transformación digital en el marketing para pequeñas y medianas empresas

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dc.contributor.advisorVillamizar Estrada, Avilio
dc.contributor.authorRodríguez Gomez, Nicolas
dc.contributor.authorMuñoz Gelvez, Miguel Angel
dc.coverage.spatialCúcutaspa
dc.creator.emailrodriguezgn37@gmail.comspa
dc.date.accessioned2025-04-08T16:48:18Z
dc.date.available2025-04-08T16:48:18Z
dc.date.created2025-04-04
dc.description.abstractActualmente en esta era digitalizada el comportamiento de los consumidores en su gran mayoría se ha migrado a hacer compras online creándose un potencial en el mercado digital. Las PYMES deben adaptarse a este cambio para poderse mantener y sobrevivir en este mundo conectado, este articulo reflexiona el impacto que tiene la transformación digital en el marketing de las PYMES, donde la información encontrada se estructuró de una manera que fuera más entendible para el lector, se segmento el impacto en 4 tipos: social, económico, productivo y negativo. En donde el ámbito social, toca temas como la importancia de la fidelización de los clientes, la necesidad de crear una identidad fuerte en las redes sociales para crear comunidades que comparten los mismos valores empresariales. En el ámbito económico, se identificó los beneficios de crear anuncios online, que ayudan a aumentar las ventas no sólo localmente sino también nacional e internacionalmente, también lo que el análisis de datos ayuda para dirigir mejor la inversión y cuidar los recursos destinados a la publicidad. En el ámbito productivo, menciona la importancia que tiene la inteligencia artificial para mejorar los procesos repetitivos, también la buena gestión de la comunicación entre las partes interesadas de las PYME, cómo puede crear una mejor experiencia con los clientes por medio de la personalización y el análisis de datos que proporciona un mejor rango de efectividad en operaciones. Y finalmente el negativo, recalca que existen desafíos para poder tener una óptima transformación digital, como lo es la adaptación a los cambios, la adopción de capacitaciones, también la reputación en línea y la posibilidad de disminuir la tasa de empleo por los cambios digitales.spa
dc.description.abstractenglishCurrently, in this digitalized era, the majority of consumers have shifted to making purchases online, creating significant potential in the digital market. SMEs must adapt to this change in order to sustain themselves and thrive in this connected world. This article reflects on the impact of digital transformation on SME marketing, presenting the gathered information in a way that is more understandable for the reader. The impact is segmented into four categories: social, economic, productive, and negative.In the social realm, the discussion covers topics such as the importance of customer loyalty and the need to build a strong identity on social media to create communities that share the same business values. In the economic realm, the benefits of creating online advertisements are identified—advertisements that help increase sales not only locally, but also nationally and internationally. Additionally, data analysis plays a crucial role in better directing investments and safeguarding the resources allocated to advertising.In the productive realm, the text highlights the significance of artificial intelligence in improving repetitive processes and emphasizes effective communication management among SME stakeholders. This approach can lead to a better customer experience through personalization and data analysis, resulting in higher operational efficiency. Finally, in the negative realm, the article stresses that there are challenges to achieving optimal digital transformation, such as adapting to changes, adopting proper training, maintaining a strong online reputation, and the potential reduction in employment rates due to automation. This comprehensive overview sets the stage for a deeper exploration of each impact area, illustrating how digital transformation in marketing not only enhances business performance but also presents its own set of challenges.spa
dc.description.sponsorshipUniversidad Libre - Facultad de Ingenierias, Ingeniería en tecnologías de la información y las comunicacionesspa
dc.formatPDFspa
dc.identifier.urihttps://hdl.handle.net/10901/30959
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2spa
dc.rights.licenseAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/spa
dc.subjectE-commercespa
dc.subjectredes socialesspa
dc.subjectautomatización de procesosspa
dc.subjectPYMESspa
dc.subjectTransformación digitalspa
dc.subjectmarketing digitalspa
dc.subjectanálisis de datosspa
dc.subject.lembMercadeo digitalspa
dc.subject.lembEstrategias de mercadeospa
dc.subject.subjectenglishE-Commercespa
dc.subject.subjectenglishSocial mediaspa
dc.subject.subjectenglishProcess automationspa
dc.subject.subjectenglishSMEsspa
dc.subject.subjectenglishdigital transformationspa
dc.subject.subjectenglishDigital marketingspa
dc.subject.subjectenglishData analyticsspa
dc.titleAnálisis de la transformación digital en el marketing para pequeñas y medianas empresasspa
dc.title.alternativeAnalysis of digital transformation in marketing for small and medium-sized enterprisesspa
dc.type.coarhttp://purl.org/coar/resource_type/c_7a1fspa
dc.type.driverinfo:eu-repo/semantics/bachelorThesisspa
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersionspa
dc.type.localTesis de Pregradospa

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