GENERATION OF ADDED VALUE THROUGH DIGITAL MARKETING IN MSMES

Currently, Mipymes present great challenges with the accelerated technological transformation caused by the Covid-19 pandemic. Entrepreneurs need to strengthen their knowledge regarding the application of digital marketing tools to face competitiveness and productivity; For this reason, this research had the primary objective of designing a methodological structure of digital marketing tools that enable the generation of added value to the products and services of Mipymes in the Quevedo canton. The applied methodology was qualitative-quantitative, inductive, and deductive methods, and bibliographic, the survey was used as a method of collecting information. The development of this research contributed to the development of digital marketing tools for 50 Mipymes in the Quevedo canton.