Estado del arte de la producción académica-investigativa en marketing digital desarrollada en Colombia y latino américa durante el periodo

Abstract

Digital marketing has become a field in constant growth worldwide, such that Selman (2017) defines it as "the set of marketing strategies that occur on the web (in the online world) and looking for some kind of Conversion by the user "(p.10). In this sense has been bringing important benefits for the brands that adopt it in such a way that according to experts, it is no longer an option but a necessity for companies regardless of their size. The objective of this work is to analyze the state of the academic - investigative production in digital marketing developed in Colombia and Latin America during the period 2006-2016, based on a documentary analysis in national and international scientific journals, in order to contribute A context on the status of academic publications. Throughout the document will mention the outstanding findings and a representative discussion that will serve as a basis for future projects