La importancia del Marketing Digital en el Posicionamiento de las Mipymes en la Provincia de Orellana

Maritza Natividad Vega-Gualán; German Jazmany Zambrano-Verdesoto

doi:10.70171/vn775k44

Authors

Maritza Natividad Vega-Gualán Universidad Bolivariana del Ecuador Author https://orcid.org/0009-0004-9001-7718
German Jazmany Zambrano-Verdesoto Universidad Bolivariana del Ecuador Author https://orcid.org/0000-0002-1642-2799

DOI:

https://doi.org/10.70171/vn775k44

Keywords:

competitiveness, digital marketing, MSMEs, brand positioning, social media

Abstract

Justification: The growth of the digital environment has transformed the way micro, small, and medium-sized enterprises compete in the market, making it necessary to analyze the impact of digital marketing on their commercial positioning. Objective: The research aimed to analyze the importance of digital marketing in the positioning of MSMEs in the province of Orellana. Methodology: A quantitative approach study was conducted, with a descriptive scope and a cross-sectional design, applying structured surveys to 108 entrepreneurs in the commercial sector. The data were analyzed using descriptive statistics and Spearman’s correlation coefficient. Results: The findings showed a greater use of social media as the main digital tool, while direct marketing and paid advertising strategies presented low levels of application. Likewise, a strong and significant positive relationship between digital marketing and positioning was identified (Rho = 0.792; p < 0.001). Conclusion: Although MSMEs have made progress in digital visibility, they need to strengthen planning and investment in complementary strategies to consolidate their competitiveness and positioning in the regional market.

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