Publicación:

La percepción de la comunicación digital de las PYMES en el público objetivo

Resumen

Over the last few years, digital communication has become of great importance, because it has become a method of communicating with people through new technologies. For this reason, this Systematic Analysis of Literature (SAL) is based on the importance of digital communication in small and medium-sized companies (PYMES by its Spanish initials), hence this type of communication gives PYMES the opportunity to obtain a more efficient relationship with their internal and external customers. During the development of SAL, It is noticeable that PYMES are an important factor in the development and growth of a country, but in the same way it is shown that a large part of them do not have a communication department and therefore little use of social networks that help them positioning and create visibility to generate a better interaction with their target costumers. For this reason, digital communication and the use of its media is not having a significant role in PYMES due to different reasons, such as the lack of knowledge for the implementation of communication and marketing strategies, and the implementation of these tools, which require little investment in financial matters.