Resumo

APAZA CHIRINOS, Enrique Genaro; FLORES AGUILAR, Robbins; MACHACA HUANCOLLO, Demetrio Flavio  e  HUMPIRI NUNEZ, Jimy. Analysis of the most used tools in digital marketing in companies. Investigación y Negocios [online]. 2023, vol.16, n.28, pp.115-120. ISSN 2521-2737.  https://doi.org/10.38147/invneg.v16i28.236.

The objective of this research was to analyze the most used tools in digital marketing in companies, through a bibliographic and documentary design research. Marketing, as well as companies, have had to evolve over time due to the needs of the environment, as the client becomes more and more demanding, which makes organizations more competitive and at the forefront of the market. From there, digital marketing and a series of tools arise that, together with strategies, allow the achievement of organizational goals. Thanks to the important evolution of technology and the internet, advances in communication are innumerable, and the needs and demands of customers and consumers increase, in view of this, marketing had to evolve to optimize its processes and achieve penetration beyond borders, just like companies, since they are the first to understand that in order to maintain themselves over time and be able to achieve their goals, they must adapt to new business strategies through new tools and plans typical of digital marketing

Palavras-chave : digital marketing; technology; internet; tools; customers; consumers.

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