Digital Marketing Tactics Implemented in Mipymes of The Textile Sector In Bogota (Colombia) To Attract Customers Before And During The Covid-19 Pandemic
The purpose of this article is to contribute to the increase of competitiveness from the marketing area of MSMEs in the textile sector in Bogota (Colombia). Taking into account that companies, especially micro companies, have been affected in the development of their activities throughout history and particularly with the appearance of COVID-19 in the global environment. In addition to the above, it is evident that organizations do not have a tactical direction in relation to digital marketing, which has caused a large proportion of MSMEs to reduce their sales and, therefore, have deteriorated labor guarantees and especially the number of employees to survive in the market. The general objective was to identify the digital marketing tactics implemented in MSMEs of the textile sector in Bogota (Colombia) to attract customers before and during the COVID-19 pandemic. The theoretical framework is based on the theory of the digital marketing mix presented by Chaffy and other authors. For the methodology, a mixed-cut analysis was used in such a way that, in the first instance, the review of articles included in databases was carried out, to strengthen the reference framework; in a second moment, field research was conducted through the application of a longitudinal survey, and at the end of obtaining the information, a comparison of the data before and during the COVID-19 pandemic was made.
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