Digital marketing and its influence in the business environment
DOI:
https://doi.org/10.71068/ec000029Keywords:
Digital marketing, Internet, Human relations, EntrepreneurshipAbstract
Digital marketing has transformed the business environment by allowing organizations to establish more direct and personalized connections with their customers through technological tools such as SEO, social media, email, and digital content, facilitating access to target audiences and optimizing resources. Its main advantage lies in the ability to accurately measure results, although it faces challenges such as content saturation and high costs that affect small businesses. Since the creation of the internet in 1982, digital marketing has evolved, and the COVID-19 pandemic accelerated its implementation, especially in sectors such as e-commerce and digital services, while other industries faced losses. This context drove business innovation, digital transformation, remote working, and the adaptation of business models to ensure operational continuity and respond to new market demands (Cárdenas Dosal, S.C., 2020; Velázquez Uscanga, Adriana Patricia, 2022).
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Copyright (c) 2024 Luis David Bastidas González
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