dos Digital Marketing and its scope in the Economic Reactivation in small Businesses in the Machala parish

Abstract

The purpose of this research is to examine the impact of digital marketing on the economic recovery of small businesses in the Machala parish. The objective is to determine how new digital marketing strategies can adapt to current transformations and support this sector in a post-pandemic scenario. An empirical descriptive study using a correlational observational approach will be conducted to analyze the relationship between digital marketing strategies and the economic performance of small businesses. The focus is on companies with a maximum of 50 employees and an annual turnover not exceeding $1 million. Non-probability convenience sampling will be used, including approximately 100 small businesses that have integrated digital marketing strategies and wish to participate in the study. The research results will provide significant data on how digital marketing strategies can influence the economic recovery of small businesses in Machala. Furthermore, relevant patterns and trends were identified that can serve as a guide for future marketing implementations in this sector. This study provides a framework for understanding the impact of digital marketing on the local economy, contributing to an understanding of its importance in the economic recovery of small businesses in challenging contexts. The research seeks to offer a more meaningful interpretation of digital marketing, highlighting its relevance in adapting business strategies in times of crisis.