E-PROMOTION EN PEQUEÑAS Y MEDIANAS EMPRESAS COMO HERRAMIENTA DIGITAL PARA INICIAR Y MANTENER UNA RELACIÓN CON LOS CLIENTE

Abstract

The E-Promotion combines some very powerful tools through the use of various digital platforms for the realization of personalized electronic promotions focused on niche markets, which is what is currently very much in vogue in digital marketing. All this makes it a powerful option for small and medium enterprises (SMEs) worldwide. E-Promotion has allowed the personification in an increasingly global world, facilitating the promotion of products and services not only in one region but internationally; and with it, have a greater presence and positioning in several markets. The objective of this paper is to establish the influence and use of E-Promotion in small and medium enterprises, as well as to identify its benefits and application, allowing the development of strategies that improve its performance. In the methodology, the study focused on SMEs in the commerce and services sector. The study location was in the city of Guayaquil. Two types of research were applied, such as the bibliographical and descriptive ones, as well as the use of tools such as a questionnaire that allowed the collection of primary information from small and medium-sized companies. It was obtained and evidenced that organizations use e-mail and social networks, but not in an appropriate way. It was concluded that the various tools of the E-Promotion are used as a means of communication to provide information about products and services, which provide a powerful tool as long as you have a structured digital marketing plan.