DIGITAL MARKETING: VECTOR OF CHANGE TO INCREASE SALES IN MIPYMES

Abstract

The use of Information Technology (IT) has led to the evolution of the business system around overcoming challenges inherent to electronic commerce, since this constitutes the largest scenario to increase sales. In this sense, the objective of the research was to describe digital marketing as a vector of change to increase sales in MSMEs, using a document review design, through hermeneutics. Finding that the Importance of digital marketing lies in its ability to make a comprehensive reading of the context and permanent feedback that improves the response capacity of organizations. Consequently, it is considered one of the greatest strategies for the survival of MSMEs. Concluding that contact with the market, with its changes, with the preferences and behavior of the client, are the factors that facilitate the interpretation of the scenarios towards where the service and production should be directed to impact sales and improve productivity.