Alfredo Marcel Yagual Velastegui

Karla Maribel Ortiz Chimbo

*

Maria Tamara Ortiz Luzuriaga

*

to a sector such as wholesale and retail trade that

contributes substantially on the real gross domestic

product GDP (constant). In the present research, we

reviewed theories related to online and offline digital

marketing and how they contribute to the digital marketing

of commercial microenterprises. To gain new insights and

a new point of view on digital marketing trends, the study

applied the qualitative research approach. It is concluded

that digital marketing has a transcendental impact on local

economic growth. Its added value to this economic sector

investigación cualitativa. Se concluye que el marketing digital tiene un impacto

transcendental en el crecimiento económico local. Su valor agregado a este sector

económico tiene un peso en esta nueva era post pandemia.

Palabras clave: Estrategia de marketing, marketing digital, microempresa comercial,

Guayaquil

INTRODUCTION

The activities of the wholesale and retail trade sector contribute to the real (constant)

gross domestic product (GDP) of the city of Guayaquil. However, most of the

commercial microentrepreneurs apply marketing mechanisms that are somewhat

reached consumers. Therefore, the present research proposes to identify the trends of

Digital Marketing and its impact on commercial microenterprises in the city of Guayaquil.

Today, marketing is essential for all entities, regardless of their size or economic activity.

Because of this, it is vital to define what the term refers to; authors such as Jiménez

(2020) indicate that

Marketing is a discipline based on the analysis of the market and competition to

understand consumer behavior. The objective of marketing is based on attracting new

customers and building customer loyalty through communication and sales techniques.

(p. 61)

Therefore, marketing has been evolving in recent times. Important researchers such as

In short, it was not based on the product but on the consumer as a priority.

Then, Marketing 3.0 evolves as a response to customer needs as a new perspective

focused on environmental awareness. "It seeks not only to satisfy needs, but we are

looking for the company to give us socially and environmentally conscious products."

(Jimenez, 2020). In this scenario, we seek to connect spirituality with emotional

marketing. Therefore, taking into consideration the corporate values as a point of

reference and differentiator in a competitive market. Then, it is the adoption of

proposing the creation of strategic plans that meet the needs, feelings and values of

consumers, focused on environmental welfare and social responsibility, achieving greater

market segmentation.

To conclude, the conception of Marketing 4.0 is sized in the context of a world with

and especially for marketing departments." (Suarez, 2018, p. 9). To this end, it can be

determined that through the use of technological tools, combined with online

interaction, customer expectations can be exceeded. As a result, the application of new

technologies related to marketing has impacted the growth of many entities. The

information with a high level of accuracy about tastes, needs and interests. Likewise,

consumer trends in various electronic channels, resulting in a fundamental database for

decision making. Table 1 is attached. From marketing 1.0 to 4.0.

television, banners and more, Similarly, Sirdeshmukh et al. (2002) consider offline

the interaction and the creation of relationships with customers. In short, a reference

point that differentiates it from traditional offline marketing.

The fourth industrial revolution, known as Industry 4.0, drives physical industrial systems

to be connected to the digital world, forcing organizations to leave their status quo. That

is why, "this reality represents a precedent for business groups to conceive this new

revolution in order to migrate to this paradigm from where they are today." (Mora &

Guerrero, 2020, p. 2)

Another conception of Industry 4.0 involves the incorporation into industrial processes

of data management techniques, taking advantage of the developments that, in the field

of Big Data, are being carried out in other areas. "The aim of these techniques is the

optimization of processes, which will bring as a result economic benefits and especially

Commerce, 2019). Thus moves the migration from different corners of Ecuador to an

economic pole, where national and foreign citizens see as an opportunity to improve

their quality of life. "In fact, one third of the national trade turnover is carried out in the

main port". (Guayaquil Chamber of Commerce, 2019).

In relation to the data presented by the Chamber of Industries of Guayaquil (2020)with

information up to 2018, it concludes that the sector with the greatest contribution of

Guayaquil to the GDP is the commercial sector, being one of the most important, as

shown in Figure 1 below: