Digital Marketing Strategies in Microenterprises of Cartagena: Effectiveness in Income Generation in Post- Pandemic Contexts
Keywords:
Digital marketing, micro-businesses, e-commerce, income, post- pandemicAbstract
This research analyzes the digital marketing strategies used by 100 microenterprises in Locality 3 of Cartagena, Colombia, and their impact on income during the post-pandemic period (2020–2023). Given that 99.3% of businesses in this area are microenterprises, they face challenges such as limited access to financing, informality, and low technological adoption. The study, which combines qualitative interviews and quantitative surveys, examines the use of tools such as social media (Facebook, Instagram), WhatsApp, local platforms, and Google Analytics.
The results reveal that 62% use social media as their main digital marketing channel, although only 28% implement structured strategies with defined metrics and objectives. Businesses with formal strategies experienced a 15%–20% increase in annual income, while those using informal approaches saw only a 3%–5% growth. The services sector (29%) and the food sector (27%) showed higher digital adoption, aiding faster economic recovery, while the manufacturing sector (19%) lagged behind.
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Copyright (c) 2025 BORIS JULIAN Batista gomez casseres, Javier Mejía Dager , Yesid Lidueñas Batista
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