Estrategias del marketing digital implementadas por las PYMES en tiempos de pandemia en Latinoamérica

Abstract

The importance of understanding the new business dynamics caused by the Covid-19 pandemic, which destabilized the different socio-economic systems and in particular the SMEs in Latin America, which were affected by the temporary cessation of activities, causing a decrease in their income which generates non-compliance with bank obligations and the job stability of their employees, This generated decision-making aimed at meeting the commitments made through actions that in turn made it possible to make itself visible and position itself again in the market. The objective of this work is to identify the digital marketing strategies implemented in Latin America by SMEs in times of pandemic Covid-19. The methodology is a documentary review, search process and selection of sources of information about the problem or the research question (Peña, 2010), with a qualitative approach to the interpretation of information. A search was conducted in the Scopus database and the Google Scholar bibliographic portal. In conclusion, organizational strategies were identified such as the redirection of objectives, the planning and operation of SMEs in Latin America, as well as the implementation of digital marketing, through the use of Facebook and Instagram social networks to make themselves visible and position themselves, generating a positive impact on the current market.