Estrategias de marketing digital en miPymes tecnonologicas; Tejiendo competitividad entre Bogota y ciudad de Mexico.

Abstract

Digital marketing has emerged as a strategic alternative that replaces traditional advertising with the creation of valuable content. Through specialized blogs, webinars, and informative documents, companies have managed to position themselves as experts in solving specific problems. This approach has allowed them to progressively build trust, brand recognition, and credibility. In both Bogotá and Mexico City, a transition from the role of salesperson to that of technology consultant is evident. Digital marketing has emerged as a key strategy that transforms traditional advertising into one focused on the creation and distribution of valuable content, aimed at informing and educating customers rather than directly persuading them (Kotler, Kartajaya, and Setiawan, 2017). Through the use of tools such as specialized blogs, webinars, and informative documents, companies in the technology sector have managed to position themselves as leaders in solving specific problems, strengthening their authority and reputation in the market (Pulizzi, 2014). This approach has facilitated the progressive building of trust, brand recognition, and credibility, fundamental elements for establishing lasting customer relationships (Halligan & Shah, 2014). In this context, both in Bogotá and Mexico City, a transition from the traditional role of salesperson to that of technology consultant is evident, in which companies accompany and advise clients in making informed decisions (Edelman, 2010). Consequently, digital marketing is consolidating itself as a strategic factor for overcoming business invisibility and strengthening the competitiveness of technology organizations in local and international markets (Porter, 2001). The objective of this essay was to generate frameworks for reflection on digital marketing strategies in strengthening the competitiveness of these technology sector companies in both Bogotá and Mexico City. In conclusion, digital marketing is consolidating itself as a key factor in overcoming business invisibility and strengthening competitiveness in local and international markets.