Herramienta para el crecimiento económico de las Pymes de Guayaquil, aplicada al marketing 2.0.

Abstract

This research was designed with the objective of determining the impact that the application of Marketing 2.0 would have as an economic growth tool in the company GAMONZE S.A. from the city of Guayaquil. To achieve this, the characteristics, strengths and vulnerabilities of SMEs in Ecuador were analyzed, determining that the majority do not take advantage of technological resources efficiently and, therefore, do not have an effective digital marketing strategy. Within the research methodology, quantitative and qualitative tools were applied, because a survey was applied to a group of SMEs in the city of Guayaquil, and an interview with an expert in digital marketing, to identify the preferences of the customers and determine how they would be willing to use social networks, as a platform that would allow them to improve their sales and market positioning. Finally, a proposal was developed based on the key aspects that were disaggregated through an IGO Matrix, classifying the strategies into: main, challenges, complementary and non-priority.