Análisis de las estrategias, técnicas y herramientas del marketing digital en la aplicación a startups fintech

Abstract

The aim of the research was to identify the effects of digital marketing with a focus on Fintech startups in the framework of covid-19 in Colombia, this was done through frameworks, where we sought to inquire about the research background of the same field or in relation to it, we delved into digital marketing as a modern tool for the momentum, growth and positioning of companies from its birth as traditional marketing to its current digital evolution. Similarly, the definitions of entrepreneurship and Fintech technology sector were addressed, seeking to better contextualize the issues. On the other hand, relevant innovation theories were addressed to correctly understand the entrepreneurial approach addressed in the research. For the development of the research, qualitative research was used, gathering important information, such as the description of the characteristics of Fintech startups existing in Colombia, the specification of the strategies, characteristics and techniques of digital marketing applied by Fintech startups and the exploration of the benefits and strategies of digital marketing for FinTech during the pandemic by COVID-19, in addition to the effects on customer acquisition and business growth, which provided significant results regarding the effects of digital marketing and its importance to be applied within startups, mainly in Fintech companies, and how necessary it is to invest time and funds in a good development of a digital marketing plan.