The Use of Social Media in SMEs and Micro-enterprises in the Advertising Industry

Keywords: social media, creative industries, advertising, SMEs in Bogota

Abstract

This article presents the main results of a research that analyzes the use of social media as a part of the digital marketing strategy in micro and small advertising companies in Bogotá, Colombia. Framed in creative economies and the validity of the “Orange Law” in Colombia, approved by the Presidency of the Republic in 2017 in order to support and promote the creative industry, it is a descriptive exploratory study, with a cross-sectional design and sampling with statistical representation, with the technique of content analysis. Although advertising companies offer digital strategy services to their customers, the way they promote themselves is still traditional. The results show that the full potential of the digital environment is not being exploited, except for isolated cases and actions. A discussion arises around the way in which the small advertising company offers its services and maintains relations with its customers in the middle of a great opportunity for the digitalization of this sector.

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Author Biographies

Clara Inés Uribe Beltrán, Fundación Universitaria Los Libertadores

Magíster en Comunicación Digital. Universidad Pontificia Bolivariana. Medellín - Colombia.

Especialista en Informática. Fundación Universitaria del Área Andina. Pereira - Risaralda.

Especialista en Gerencia Estratégica de Mercadeo. Universidad Nacional Abierta y a Distancia. Bogotá - Colombia.

Profesora de la Fundación Universitaria Los Libertadores. Programa de publicidad y Mercadeo. Bogotá - Colombia.

Daniel Fernando Sabogal Neira, Universidad de Bogotá Jorge Tadeo Lozano

Doctor en Comunicación Social (Universidad Nacional de Rosario, Rosario - Argentina).

Magister en Docencia (Universidad de la Salle, Bogotá -Colombia).

Profesional en Publicidad (Universidad Jorge Tadeo Lozano,  Bogotá - Colombia).

Profesor Asociado II de la Universidad Jorge Tadeo Lozano, Escuela de Publicidad, Bogotá - Colombia

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Published
2020-12-15
How to Cite
Uribe Beltrán C. I. y Sabogal Neira D. F. (2020). The Use of Social Media in SMEs and Micro-enterprises in the Advertising Industry. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 14(2), 141-151. https://doi.org/10.5209/pepu.69912