Digital marketing and competitiveness in agricultural microenterprises of Portoviejo, Ecuador

Abstract

Digital marketing is part of the day-to-day business world, due to constant technological advances and radical changes in customer behavior. In this sense, the objective of this research was to analyze the incidence of digital marketing in the competitiveness of agricultural microenterprises located in the Portoviejo canton. In the study, a descriptive and documentary non-experimental methodology was used, to obtain the data, an interview was carried out with four leaders of agricultural associations that allowed the elaboration of a matrix of internal and external factors where the current situation of the sector is shown. The results obtained reflected that the lack of digital marketing strategies in these micro-enterprises caused the closure of operations of some of them during the pandemic period. It is concluded that the agricultural micro-enterprises of said canton need to have a digital marketing plan that allows them to improve their competitiveness.