¿Cómo ha influenciado en el área comercial el marketing digital en las PYMES del sector de las confecciones en la post pandemia de la localidad de Kennedy Bogotá, Colombia?

Abstract

This research document studies the postpandemic influence that digital marketing has had in manufacturing businesses in the town of Kennedy in the city of BogotáColombia. It also analyzes the impact of the current new wave of technologies in the textile sector and how the positioning in social networks and web pages can improve productivity in those businesses. In addition to that, it measures how much digital marketing knowledge these manufacturing businesses have and whether its implementation would affect their sales and profits or not. The first phase of this study is the descriptive phase of the investigation, followed by: the description and formulation of the problem, the creation of general and specific objectives, the proposal of the method to be used for the present study, the theoretical framework and field work and ending with the conclusions of the study. This study intents to present if after overcoming the pandemic there was an increase in the number of technological implementations and updates that took place in the commercial areas of the manufacturing businesses or if, on the contrary, the growth rate of new technologies implemented decreased, leaving behind online business and going back to commercialization of products at a physical and facetoface level as it used to be before the 2020 pandemic.