Digital marketing tools that allow the objectives of SMES to be achieved: a literature review

Abstract

The objective of this article is to review the literature on digital marketing and its influence on the increase in sales of Small and Medium Enterprises (SMEs) in Mexico. During the development of the present, the most effective tools will be analyzed in a marketing strategy that the company can apply to achieve its objectives, capture the attention of its potential customers and increase or initiate sales by transactions that are carried out through electronic means or including positioning your brand in different geographical locations. The importance it has for the company that applies it, as well as all the elements of attraction and scope of the different types of potential markets, depending of the type of electronic commerce that the company is going to establish, be it B2B, B2C, C2C or C2B. The challenge that it represents for SMEs is to apply it and explore each of the opportunity areas it offers for the promotion and sale of the products or services that the company makes available to consumers. Likewise, a study is exposed in the development of this article where the trends and behavior are presented from the preferred connection times and the hours that it is more common for an Internet user to be active and ready to appreciate the marketing campaign that the SME have put on the web. Giving this as a result that the sales of the companies that decide to carry it out in their campaign are increased. As a first step, the company always tries to attract visitors to the site with attractive content designs that allow each Internet user to assess the information received an data certain time when it is ready, the sale is made.