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

Abstract

Currently the business world has undergone major changes; due to the

dynamism that globalization has brought to the environment of the organizations,

which has led to constant innovation in processes and on how they

advertise their products and services through marketing. This article aims to

present preliminary results of research on Cybermarketing as a strategy for

strengthening MSMEs, through the implementation of e-strategies, enhancing

the development of these small business units. Some theoretical principles

were revised(De la Garza, 2000; Kotler and Armstrong, 2008; Kotler and

Keller, 2006) and some results of research on the topic in question (Luque

and Castañeda, 2007; Altube, 1997; Ramirez, 2000; Sorokina and Ledesma,

2001; Ochoa, 2007). A semistructured questionnaire was designed as an interview

guide, which was applied to representatives of five companies that were

selected after a thorough selection process that was carried out over Internet,in order to determine which MSMEs in Sincelejo met the characteristics of cybermarketing

usage. The most significant results found were related to the increasing

in the number of website visitors, social networks and sites in which

each company has been advertised to present their products and services, and

achieve a better position in the field.