Aldana-Mora, Juana Valentina; Ballestero-Rincon, Henry Joan; Barrios-Mendoza, Keyleen Vanesa; Buitrago-Reyes, Richard Orlando
The research is based on digital marketing strategies that allow brand positioning, as well as the analysis of internal and external factors of the diaper company, allowing it to reach new customers and thus economic benefits, in addition to communication protocols for development on social networks. On the other hand, the possible difficulties that SMEs face when using electronic commerce in Colombia were identified, and research into market segments was encouraged in order to determine consumer behavior.
