TY - GEN
T1 - Digital Marketing in the Hardware Business, an Opportunity for the Peruvian MYPES Positioning and Surviving over the Covid-19 Pandemic
AU - Miguel Osorio Chavez, Luis
AU - Octavio, Edwin
AU - Yudet, Dany
N1 - Publisher Copyright:
© 2022 ACM.
PY - 2022/1/14
Y1 - 2022/1/14
N2 - The objective of this study is to identify the major strategy used by Peruvian Mypes entrepreneurs in the hardware sector, these being discounts/offers and alliances with other companies; Likewise, through a quantitative study, it was found that the study population considers that the two most influential media for advertising are brochures and radio, the internet being the least used. In the same way, it was found that more than 50% have not managed to position themselves in the market due to the little practice of digital marketing strategies, for this reason their survival is at risk. It is concluded that the impact of the pandemic has been shocking, which is why the implementation of good practices of digital marketing strategies is suggested in order to optimize business performance.
AB - The objective of this study is to identify the major strategy used by Peruvian Mypes entrepreneurs in the hardware sector, these being discounts/offers and alliances with other companies; Likewise, through a quantitative study, it was found that the study population considers that the two most influential media for advertising are brochures and radio, the internet being the least used. In the same way, it was found that more than 50% have not managed to position themselves in the market due to the little practice of digital marketing strategies, for this reason their survival is at risk. It is concluded that the impact of the pandemic has been shocking, which is why the implementation of good practices of digital marketing strategies is suggested in order to optimize business performance.
KW - Digital marketing
KW - brand positioning
KW - business survival
UR - http://www.scopus.com/inward/record.url?scp=85129176781&partnerID=8YFLogxK
U2 - 10.1145/3514262.3514286
DO - 10.1145/3514262.3514286
M3 - Conference contribution
AN - SCOPUS:85129176781
T3 - ACM International Conference Proceeding Series
SP - 392
EP - 398
BT - 2022 13th International Conference on E-Education, E-Business, E-Management, and E-Learning, IC4E 2022
PB - Association for Computing Machinery
T2 - 13th International Conference on E-Education, E-Business, E-Management, and E-Learning, IC4E 2022
Y2 - 14 January 2022 through 17 January 2022
ER -