Identification of the importance of digital marketing platforms in the profits of companies in the commercial sector in Colombia.

Abstract

This paper presents research on the importance of digital marketing platforms as it relates to sales for companies in the commercial
sector in Colombia. It analyzes how the strategic use of these digital tools can boost sales, improve brand recognition and attract new
potential customers for small and medium enterprises.
Currently, although a significant percentage of Colombian SMEs already have a presence in social networks and websites, many
still do not take advantage of the full potential of digital marketing effectively. The study seeks to identify the digital strategies
and platforms most used by these companies, as well as to measure their quantitative impact on key indicators such as sales and
customer acquisition.
In addition, it will examine cases of small companies that have managed to effectively implement digital marketing, highlighting
best practices, lessons learned and key factors that contributed to their success. The research highlights the importance of SMEs
adopting appropriate digital strategies to compete in an increasingly saturated market, where they face competition not only locally
but also from global companies with greater experience in the digital environment.