Tecnología & marketing: la perspectiva entre Colombia y Panamá

Abstract

This essay analyzes the strategic role of digital transformation and digital marketing as fundamental pillars for competitiveness and the redefinition of business value in the economies of Colombia and Panama. It argues that, given the emergence of platforms, artificial intelligence (AI), and big data, business success depends on technological adaptation capacity, turning micro, small, and medium-sized enterprises (MSMEs) and startups into protagonists of this revolution. In the case of Colombia, the focus is on the urgent need to close the technological gap, leveraging high activity on social networks and the growth of e-commerce to enhance global positioning. On the other hand, Panama, despite its high internet penetration, faces persistent challenges in training and the full adoption of digital tools by its MSMEs. The research concludes that, while the evidence shows a positive transformation in the business dynamics of both countries, the main challenge is to consolidate a sustainable ecosystem by overcoming digital gaps and integrating technology holistically into a strategic vision.