Diginomics (Journal)
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Digital strategy for the growth of micro and small enterprises: the case of Gusto Amazónico in Tarapoto
No full textThe research analyzed the influence of a marketplace on the commercial performance of the company Gusto Amazónico, located in Tarapoto, during 2020. The study was based on the observation that digital transformation and e-commerce had significantly changed the way companies interacted with their customers and managed their operations. International, national, and local background information was reviewed, demonstrating that the adoption of digital trading platforms expanded market reach, optimized internal processes, reduced costs, and strengthened customer relationships. Marketplaces were identified as a particularly advantageous strategy for micro and small businesses with physical infrastructure limitations, as they allowed them to access more consumers without high investments in premises or personnel. In the specific case of Gusto Amazónico, it was determined that the implementation of a marketplace could facilitate expansion into new markets, diversification of sales channels, and improvement in order and inventory management. Likewise, the incorporation of methodologies such as Lean Startup and Lean Canvas provided an agile framework for designing, validating, and adjusting the business model, reducing risks and promoting continuous learning. In conclusion, it was established that the adoption of a marketplace, together with digital marketing and customer relationship management strategies, had the potential to become a catalyst for the company\u27s sustainable growth and competitiveness, provided that it could effectively adapt to technological changes and the demands of digital consumers
Impact of email marketing as a communication and online sales tool
No full textThe present research study was carried out by means of a scientific manuscript corresponding to the Bachelor\u27s degree in Marketing, focused on analyzing the impact of E-mail Marketing to determine its effectiveness as a communication and online sales tool, its purpose is to be able to provide to different stores, brands or websites advantages using distint communication tools. For a more representative analysis, the scope was limited to Argentine consumers. Based on the background on the research, the perspectives of consumers, developers and entrepreneurs regarding the subject were analyzed, through the use of quantitative and qualitative research tools (surveys and in-depth interviews), achieving conclusive and generalizable results, among which can be highlighted that more than 43% of consumers consider e-mail between 50-75% effective as a communication and online sales tool, and that in general, companies can obtain great benefits by carrying out e-mail campaigns marketing.