Visibilidad y competitividad: Estrategias de marketing digital para mipymes del sector de la construcción en Bogotá D.C.

Abstract

This research is justified by the urgent need to strengthen the visibility and competitiveness of micro, small, and medium-sized enterprises (MiPymes) in Bogota´s construction sector. Despite their significant contribution to the national economy, these companies face serious limitations in market positioning due to the lack of structured digital marketing strategies. The study aims to provide practical and contextualized solutions that align with the capacities of these organizations, contributing to a more equitable and dynamic business ecosystem. The problem development was done trough a mixed-method approach, surveys were conducted with employees and interviews with managers from four MiPymes in Bogotá D.C., allowing for a comprehensive diagnosis of their current situation. The findings reveal a low level of digital presence and a strong reliance on word-of-mouth promotion. While there is a generally positive perception of digital marketing, its implementation remains limited and unstructured. Internal barriers such as lack of technical knowledge, limited financial resources, and minimal institutional support were identified, along with external challenges related to niche markets and misconceptions about marketing as a non-essential expense. Nevertheless, both employees and managers expressed a willingness to adopt digital strategies. In response to these challenges, the study proposes accessible and scalable digital marketing strategies tailored to the Colombian context. These include the development of websites, strategic use of social media, internal training, and partnerships with educational institutions or freelance professionals. These proposals aim to enhance the visibility and competitiveness of MiPymes in the construction sector and serve as a practical framework for other companies facing similar conditions