Aprovechamiento del marketing digital como estrategia para generar ventaja competitiva en la pequeña empresa de Sinaloa

Abstract

The present investigation poses as an objective to describe how integrating Digital Marketing contributes, in small businesses in Sinaloa to generate a competitive advantage. These companies due to the economic sector in which they are constituted, present technological lags and difficulties related to the use of technologies and it´s difficult for them to join this new modality of doing business. An analysis is carried out on 20 small companies in the city of Culiacán, Sinaloa, Mexico; with data collection techniques through documentary observation, the direct application of semi-structured surveys and interviews to managers or business owners. It is concluded that the use of Digital Marketing is important for to improve performance of a more effective commercial administration that retributes in the sales increase, also it is detected a lack of training on the use of digital resources by managers or business owners and that this limits the use of Digital Marketing in the small Sinaloense company.