Identification of the importance of digital marketing platforms in the profits of companies in the commercial sector in Colombia. Identificación de la importancia de las plataformas de marketing digital en las utilidades de las empresas del sector comercial en Colombia.

Abstract

This research has the main purpose of highlighting the importance of digital marketing platforms in relation to the sales of companies in the commercial sector in Colombia. It analyzes how the strategic use of these digital tools boosts sales, improving brand recognition, which attracts new potential customers for small and medium-sized businesses. Currently, although a significant percentage of Colombian SMEs already have a presence on social networks and websites, many still do not take advantage of the full potential of digital marketing effectively. The study seeks to identify the digital strategies and platforms most used by these companies, as well as measure their quantitative impact on key indicators such as sales and customer acquisition. Additionally, cases of small businesses that have managed to effectively implement digital marketing were examined, highlighting best practices, lessons learned and key factors that contributed to their success. The research highlights the importance of SMEs adopting appropriate digital strategies to compete in an increasingly saturated market, where they not only face local competition but also from global companies with greater experience in the digital environment.