Digital Transformation and Marketing in SMEs, strategies and solutions for the SEGUINDSA Company in Ambato

Abstract

This work analyzes the main strategies, methods, and trends in financial economic management and the development of digital marketing in small and medium-sized enterprises (SMEs), focusing on the SEGUINDSA company in the city of Ambato. SEGUINDSA faces significant challenges due to the manual management of financial and inventory processes, resulting in economic and data losses. To address these issues, a web-mobile application is proposed to improve the company's financial economic management and marketing. This project is based on the importance of digital transformation and the adoption of information and communication technologies (ICT) as drivers of competitiveness and sustainability for SMEs. The research methodology employed is a mixed approach, combining qualitative and quantitative data obtained through surveys and interviews. The results show a high interest and need from the company and its clients for a technological solution that optimizes sales, inventory, and communication management. The developed application includes functionalities for customer management, sales tracking, data analysis, and marketing strategies. Its implementation has significantly improved operational efficiency, strategic decision-making, and the customer experience.

Keywords: Digital marketing, Information and communication technologies, Effective communication with customers.