Digital Marketing: a tool to promote and promote Mypimes in the international arena

Abstract

The present research work was developed in the city of Loja, in the period of March 2018, addressed to the group of entrepreneurs of MSMEs as potential exporters. Universidad International del Ecuador, Loja extension, established an agreement to train MSMEs assigned to PROECUADOR. Involving five companies from the provinces of Loja, El Oro and Zamora Chinchipe; the training topics were focused on: structure of companies in the legal field, knowledge of products and services, importance of the brand, logo, slogan, mechanisms for dissemination through the web and management of digital marketing tools, in which MSMEs have the greatest weaknesses. The objective was the gathering of information from MSMEs and the diagnosis of the current state of digital marketing and technology management, to promote and promote their businesses; tools necessary to compete in international markets; the importance of linking the academy to the business service is highlighted, working in workshops by providing specialized training and advice to each of the participants, aimed at strengthening the presentation and the brand of their products, enabling to promote them internationally.