Omnichannel Marketing in Ambato’s SMEs

Globalization and the pandemic showed the shortcomings that exist in the management of small and medium-sized enterprises (SMEs) in Ambato, especially in marketing issues, because they do not allocate the necessary resources to design and implement strategies that allow them to satisfy the demands of consumers who, thanks to the Internet, access large information bases, and that also provides the option to buy products and services from a wide range of companies, whose mission is to differentiate themselves from competitors through the offer of unique experiences. In this sense, the objective is to determine the importance of the integration of communication and distribution channels in improving the customer experience. The methodology used is mixed, because it allows to describe and explain phenomena based on qualitative and quantitative data, which allow to understand reality in a comprehensive way. The results obtained underpin the value of omnichannel and digitalization of businesses, and the creation of company profiles to determine how they can take advantage of this type of strategy and improve consumer satisfaction levels. Finally, it was possible to know that at present, there is a hyper-connectivity of consumers, and therefore, marketing trends focus on strategies in which traditional and digital communication and distribution channels coexist and thus improve the company-customer relationship.

• 1. Verfasser: Suárez-Pérez, Juan (author)
• Format: article
• Sprache: eng
• Veröffentlicht: 2023
• Online Zugang: https://link.springer.com/chapter/10.1007/978-981-19-9099-1_22; https://hdl.handle.net/20.500.14809/5437