Digital Marketing in the Hardware Business, an Opportunity for the Peruvian MYPES Positioning and Surviving over the Covid-19 Pandemic

Miguel Osorio Chavez L.; Octavio E.; Yudet D. · ACM International Conference Proceeding Series (2022) · DOI: 10.1145/3514262.3514286

Resumen

The objective of this study is to identify the major strategy used by Peruvian Mypes entrepreneurs in the hardware sector, these being discounts/offers and alliances with other companies; Likewise, through a quantitative study, it was found that the study population considers that the two most influential media for advertising are brochures and radio, the internet being the least used. In the same way, it was found that more than 50% have not managed to position themselves in the market due to the little practice of digital marketing strategies, for this reason their survival is at risk. It is concluded that the impact of the pandemic has been shocking, which is why the implementation of good practices of digital marketing strategies is suggested in order to optimize business performance.

Instituciones: Universidad Peruana Unión