Marketing digital en PYMES manufactureras: adopción y percepción en la economía ecuatoriana

The business processes of small and medium-sized enterprises (SMEs) have been transformed by digitalization with the aim of strengthening their competitive position. In the present study, the analysis focused onthe manufacturing sector in Guayaquil. The main objective was to describe the implementation of digitalmarketing from the perspective of business owners and consumers. A quantitative approach was applied,using a descriptive, cross-sectional, and non-experimental design, through surveys conducted with 50 SME representatives and 100 consumers. A progressive adoption of digital marketing was identified, with apredominance of social media use and a favorable perception among business owners regarding its impact onsales and competitiveness. However, internal barriers persist, related to technical training, budget limitations, and planning. From the consumer’s perspective, a positive shopping experience was reported, along witha strong influence of digital marketing on their decisions, particularly valuing the channels used and the accessibility of information. It is concluded that digital marketing is perceived as a useful tool, although its institutionalization requires greater technical and strategic support.