Abstract

PERDIGON LLANES, Rudibel; VILTRES SALA, Hubert  and  MADRIGAL LEIVA, Ivis Rosa. E-commerce and digital marketing strategies for small and medium-sized enterprises.. Rev cuba cienc informat [online]. 2018, vol.12, n.3, pp. 192-208. ISSN 2227-1899.

The growth of Internet technology is bringing about significant changes in the global business sector. E-commerce is a business model that keeps gaining more and more followers and generates great economic benefits for those who use it. Due to its relevance, this subject is currently the focus of various research projects. This paper analyses the main e-commerce and digital marketing development strategies for small and medium-sized enterprises. The systematic review of literature was used as a research method and Google Scholar was used as a scientific database. This study determined that the interaction with customers, the analysis of their behavior, the positioning of the business in web search engines, the security of financial transactions, among other elements, are essential factors for the success of an e-commerce business today.

Keywords : digital marketing; electronic commerce; small and medium-sized enterprises; strategies.

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