Determining Factors In The Adoption Of Digital Marketing Technologies And Their Influence On The Competitiveness Of Commercial Smes In Guayaquil

Abstract

This study addresses the problem related to the factors that limit the adoption of marketing and sales technologies in small and medium-sized commercial enterprises (SMEs) in the optical sector in Guayaquil, and how such adoption influences their competitiveness. The general objective was to propose disruptive or cutting-edge digital marketing strategies to achieve greater visibility and brand recognition in the market for visual aid products and services in the city of Guayaquil. A mixed methodology of an exploratory and descriptive nature was applied, combining surveys of 388 clients with semi-structured interviews of owners of opticians' shops. The results revealed that, although there is a positive perception about the use of digital technologies, there are still barriers such as resistance to change, lack of adequate infrastructure, poor staff training and limited financial resources. It was also identified that social networks are the main information channel for customers, while shopping continues to be centered in the physical store. Finally, both consumers and entrepreneurs value the benefits of digitalization and recognize its impact on improving customer service, loyalty and commercial innovation. The study recommends strengthening digital training, improving access to financing and fostering a business culture oriented to technological transformation.