PLAN DE BUENAS PRÁCTICAS DE MARKETING DIGITAL PARA LAS MICROEMPRESAS DEL SECTOR TEXTIL DE LA CIUDAD DE BUCARAMANGA

Abstract

This research project focused on the analysis and development of digital marketing strategies for microbusinesses in the textile sector in Bucaramanga between 2020 and 2023. The findings indicated that social networks, especially Instagram and Facebook, represented the most used distribution channel, evidencing a clear preference for the digital environment. However, a predominant challenge was identified as budget limitation, experienced by 75% of microenterprises. Furthermore, the majority do not effectively track their digital marketing strategies (83.3%). The guide provides a detailed plan for the implementation of these strategies, adapted to the specific needs of textile microenterprises in Bucaramanga, from setting objectives to measuring results, offering a strategic roadmap to strengthen their online presence and competitiveness. in the digital market.