Digital transformation of the advertising sector and its impact on microbusinesses in Paraguay in 2024
Keywords:
advertising sector, digital marketing, economic developmentAbstract
The present study analyzes the digital transformation of the advertising sector and its impact on microenterprises in Paraguay in 2024. It was based on a qualitative approach with a non-experimental, cross-sectional and descriptive design. Four interviews were carried out with people in management positions and/or in the marketing field. The inclusion criteria were: with knowledge of sustainable digital Marketing and with voluntary participation. The data collection instrument was composed of a guide of 11 open questions for judgment in 2024. The most relevant results were: the interviewees stated that not all ventures have it in mind in their projects. However, everyone agreed that lack of knowledge, conformity or fear of innovation are the reasons why some projects remain stagnant or are not profitable in the long term; The importance of sustainability is emphasized with the business context; Knowledge of digital tools drives economic growth, therefore, the growth of MSMEs. It is concluded that the impact generated by the presence on social networks is effective for MSMEs, so carrying out sustainable and sustainable advertising can generate empathy in customers and attract potential consumers.
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