Digital advertising as a determinant in the economic reactivation in the SMEs of Guayaquil during the COVID19, 2020 pandemic

Abstract

The present research aims to analyze the influence of digital advertising on the economic reactivation of the SMEs of Guayaquil during the pandemic in 2020. An investigation was carried out with a mixed approach, both quantitative and qualitative, the same ones that were made to a convenience sample of 20 SMEs in the city of Guayaquil. The instruments used for this research work were surveys and interviews. With this data collection, an analysis could be carried out in order to meet the proposed objectives. The data was analyzed by means of tables covering closed questions in order to reach a conclusion, in addition, the transcript of the survey carried out is presented, composed of open questions, obtaining the information that each of the interviewees believed pertinent to give. The reactivation through digital advertising is due to the fact that companies began to invest in digital platforms in order to reach their target audience, due to the change that occurred as a result of the pandemic, digital advertising became a An important factor, since it is a new way of selling, with this implementation of digital advertising they can publicize their products or services. The main sign that the reactivation through digital advertising worked is that many companies began to advertise more than they did before the pandemic and this is reflected in the fact that they have been able to maintain their sales and therefore their activities. There are also companies that emerged as a result of the pandemic, seeing digital advertising as a primary source, these companies are currently maintained and have been in business for more than a year. It is concluded that digital advertising did influence the economic reactivation of SMEs during the activities of 2020, with digital platforms being the most successful means to reach their audience. Since the pandemic still continues, companies are still in digital environments because contact with other people should not be so close, this led them to modify the way they gave their services or sold their services. products carrying their activities both digital and face-to-face. Finally, SMEs by not closing their doors and being able to continue carrying out their work with the help of digital advertising were a fundamental part of the reactivation of the economy.