Estrategias de internacionalización a través del marketing digital para pymes de servicios. Estudio caso: Avianca Holdings S.A.

Abstract

The ecosystem of the digital economy is one of the tools that has allowed an evolution in business organizational systems and its importance is relevant to highlight its impact in the economic and social field in relation to the growth of companies and countries. Therefore, this paper analyzes the digital marketing strategies that have facilitated the internationalization of the multinational Avianca Holdings S.A. in order to define which of these strategies can be adapted by SMEs of Colombian services so that these can be consolidated and obtain a transformation in the local and foreign market. The research concludes that service SMEs in Colombia do not apply innovative digital marketing tools, whose purpose is to optimize business development through ICTs for their competitiveness, either due to lack of knowledge or lack of knowledge, delimiting their growth. For a possible solution to the above, the study exposes different types of platforms that entrepreneurs can access easily, free and at a low cost for their improvement of inventories of the company, financial control, increase in sales, scope of new market segments and increase of assertiveness when making corporate decisions.