Marketing digital: Una herramienta sólida en el desarrollo empresarial Boyacense

Abstract

This article theoretically addresses the relevance of digital marketing in business development, denoted through practical experience with the territorial marketing strategy of the commercial slogan Soy Boyacá (I am Boyacá). It also analyzes the importance of using this tool in the development and business growth, without neglecting the link that is formed with the Information and Communication Technologies (ICT), which is too useful in the globalized world faced by the regional entrepreneurship; and although every day the challenges in the market are greater, these challenges can be overcome from useful components how digital marketing. It also highlights the influence that the social context of the consumer has on the strength of digital marketing; Boyacá entrepreneurs must take into account that digitization becomes a vital tool in the "POST - COVID" stage as a strategy to improve productivity, new business models, among others, through social networks as the main ally in the expansion of brands and ventures.