Historical evolution of digital marketing and its impact on the expansion of SMEs in Latin America

Almidón Ortiz C.A.; Ñañez Silva M.V.; Chiok Pérez P.M.; Rojas Bujaico J.F. · Clio. Revista de Historia, Ciencias Humanas y Pensamiento Critico. (2025) · DOI: 10.5281/zenodo.15345905

Resumen

The purpose of this research is to analyze how digital marketing affects the expansion of Small and Medium-sized Enterprises (SMEs) in Latin America. It starts from the historical evolution of digital technologies, which began in the nineties, highlighting the emergence of the Internet, email and the first banners, reaching the rise of social networks, artificial intelligence and hyper-personalization. It also explores how Web 2.0 and Big Data have transformed the ways in which SMEs interact with consumers, facilitating segmentation and brand positioning. The methodology employed is of a mixed type. The findings allude to the strategic advantages that these tools offer to digital marketing. However, in the Latin American context, there are still technological, connectivity, training and financing barriers that limit their full adoption in the region. Despite this, the relevance and flexibility of the 4F model (flexibility, focus, loyalty and feedback) is highlighted as a means to promote digital marketing in SMEs. Finally, it is concluded that, in Latin America, there are numerous opportunities to build an autonomous and globally competitive financial ecosystem.

Instituciones: Universidad Nacional de Huancavelica; Universidad Continental; Universidad Nacional de Cañete