La importancia del marketing digital en la expansión de las mipymes de dulces tradicionales en Colombia y Chile

Abstract

In the digital era, marketing has become a critical factor for the survival, growth, and competitiveness of micro and small enterprises (MSEs), particularly those engaged in the production and commercialization of traditional products such as artisanal sweets. These businesses, which embody significant cultural value and local identity, currently face the challenge of adapting to technology-driven changes in consumer behavior while preserving their traditional essence. Digital transformation not only reshapes communication and sales channels but also creates opportunities to reach consumers beyond geographical boundaries, both in Colombia and Chile. This essay examines the role of digital marketing as a strategic tool for the expansion of traditional sweets MSEs in both countries, emphasizing its contribution to market access, brand positioning, and competitive development. The analysis considers the cultural and productive characteristics of these enterprises, the structural constraints that may hinder their growth, and the potential of digital environments as drivers of business transformation. Furthermore, it highlights the importance of incorporating digital tools into artisanal and family-owned business models. Although these tools are sometimes perceived as unnecessary or costly, their effective implementation can contribute to value creation, differentiation, market reach, and long-term business sustainability.