By Dinorah Becerril
Most industrial small and medium enterprises (SMEs) underestimate digital marketing and the use of social network tools to boost their growth and position themselves locally, nationally, and internationally.
The president of the Querétaro Aerocluster, Verónica Méndez, considered that although the arrival of new foreign capital represents various opportunities, strengthening the growth of SMEs will support the integration of a robust chain in the sector. For this reason, it is necessary to explore how to take advantage of the various tools available to achieve more excellent projection and scope in the market that contributes to the company’s growth.
«Yes, the attraction of foreign capital is good, but we need to talk about promotion, digital marketing, and using social networks to give our SMEs a greater projection,» said Méndez.
With the pandemic, digital marketing experienced exponential growth. The expectation is to continue advancing in the coming years. However, there is still a long way to go to address the challenges that arise, according to the study «Digital Marketing in Latin America: The experience of the digital customer as the center of the business strategy 2022,» elaborated by NTT Data and MIT Technology Review.
More and more companies are adopting digital marketing strategies in Latin America for business growth. The statistical portal Statista cities in its study that in 2021 the investment in digital marketing in Latin America was almost 11 billion U.S. dollars. By 2024 it is expected to exceed 15.6 billion U.S. dollars reflecting that digital marketing is gaining more and more momentum in organizations in this region.
Digital media are essential in the digital marketing strategy, and social networks, websites, and email marketing are the favorite means for Latin American companies to promote these practices. The main objectives are conversion or customer acquisition, customer loyalty and retention, and improving brand awareness, that is, getting the brand recognized and remembered.
«The management of social networks is an issue that, perhaps, we minimize a little. But I think that nowadays, if you are not active in social networks, you lose opportunities,» said Mendéz.
With this in mind, a workshop on the management of digital marketing and social networks to grow the business of SMEs is under evaluation in the aerospace cluster as a means to help strengthen their position in the marketplace about who they are and the projects they develop.
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