DIGITAL MARKETING STRATEGIES AND ACQUISITION OF NEW CUSTOMERS FOR SMES IN SANTA ELENA PROVINCE
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Abstract
This study analyzes digital marketing strategies in SMEs from the Santa Elena Province, evaluating their impact on attracting and retaining customers, as well as on business growth. Methodology: Using a mixed-methods approach, 239 surveys answered by business owners were examined out of a total of 279 sent forms, along with 8 interviews with owners and marketing managers. Results: The findings indicate the effectiveness of digital channels such as social media, email, and web positioning. Strengthening online presence and the reach of SMEs in the local market significantly influences customer acquisition and satisfaction. Conclusions: Based on the results obtained, it is concluded that SMEs in Santa Elena adopt diverse digital marketing tactics based on size, focused on driving sales and customer service. Despite facing knowledge, competition, and resource constraints, they strive to adapt to the digital environment. This study provides insights into the implementation of digital marketing strategies in SMEs for improving competitiveness and business performance in the Santa Elena Province
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