Strategic Approach To Digital Marketing: Literature Review In The Context Of Small And Medium-Sized Enterprises In The Agricultural Sector

Abstract

In recent years, the incidence of technological and communication media, coupled with factors such as the Covid-19 pandemic, has led small and medium-sized agricultural industries to reinvent and transform their tools to stay on the market. Hence, the need for digital transformation in organizations led to the approach of this study, whose purpose was focused on analyzing under the qualitative methodology and documentary review, the empirical and epistemological reference of studies published in academic google databases and Scopus 2016-2021 regarding digital marketing strategies in small and medium enterprises in the agricultural sector in Ecuador, leading to determine according to review and content analysis the existence of a low percentage of publications regarding the subject. This situation leads to the conclusion that the agricultural sector is no stranger to the processes of change in a globalizing and interconnected world, motivating the proposal of digital marketing strategies that respond to small and medium enterprises’ internal and external needs.