Cybermarketing as a strategy to the strengthening of Msmes in Sincelejo (Colombia)

Abstract

Currently the business world has undergone major changes; due to thedynamism that globalization has brought to the environment of the organizations,which has led to constant innovation in processes and on how theyadvertise their products and services through marketing. This article aims topresent preliminary results of research on Cybermarketing as a strategy forstrengthening MSMEs, through the implementation of e-strategies, enhancingthe development of these small business units. Some theoretical principleswere revised(De la Garza, 2000; Kotler and Armstrong, 2008; Kotler andKeller, 2006) and some results of research on the topic in question (Luqueand Castañeda, 2007; Altube, 1997; Ramirez, 2000; Sorokina and Ledesma,2001; Ochoa, 2007). A semistructured questionnaire was designed as an interviewguide, which was applied to representatives of five companies that wereselected after a thorough selection process that was carried out over Internet,in order to determine which MSMEs in Sincelejo met the characteristics of cybermarketingusage. The most significant results found were related to the increasingin the number of website visitors, social networks and sites in whicheach company has been advertised to present their products and services, andachieve a better position in the field.