El Impacto del Marketing Digital en las Empresas de Publicidad Impresa de la Ciudad de Tunja

Abstract

The advancement of digital marketing has reshaped the competitive dynamics of the advertising sector, generating significant changes in print advertising companies in the city of Tunja. The purpose of this research is to analyze the impact of digital marketing on these companies by identifying the strategies used, the level of technological adoption, and the effects on the demand for traditional printed services. A descriptive study with a mixed-method approach was conducted, applying surveys to six companies that have been operating in the city for more than five years and are formally registered with the Tunja Chamber of Commerce. The results indicate that although 100% of the companies are familiar with the concept of digital marketing, its implementation is still incipient and mainly focused on social media, while the use of advanced tools such as SEO, CRM, or content automation remains limited. A moderate decrease in the demand for printed advertising was also observed, although some companies have begun to adopt hybrid strategies to remain competitive. Despite economic constraints and the lack of specialized training, business owners show a positive attitude toward innovation and digital transformation. Therefore, digital marketing should not be understood as a threat but as a strategic opportunity to strengthen the sector’s sustainability through the integration of hybrid models that combine digital and print media. This study provides a local perspective on the digital transition process and offers insights for business decision-making and future research.