Process in the evaluation and selection of advertising media for new products through the business model: Barriers and challenges of digital marketing

Abstract

MSMEs have been forced to innovate their sales processes, venturing ever more vehemently into the digital world, especially in social networks. The global lockdown due to a pandemic accelerated what had seemed uncontrollable before, digital marketing grew rapidly in the face of the large number of companies that had to close their physical businesses. Those that already had websites or managed social networks had a certain competitive advantage if they had a certain virtual positioning, it helped them to continue operating by implementing home deliveries. This article aims to identify the process of a digital business plan that allows selecting the sales and communication channel through technological dissemination tools to position and, consequently, sell products/services. The methodology used was mixed cross-sectional and descriptive. Results were obtained that allowed the identification of various effective steps for MSMEs in the sales channel, according to the accumulation of recent experiences with those who have practiced digital marketing. The foregoing allowed the construction of a process with intentions of favorable impact on market competitiveness, as well as scientific recovery for the insertion of social networks as an effective means for positioning companies and brands, specifically for MSMEs..