Digital Marketing Strategies and Their Impact on Competitive Advantage: A Focus on Strategic Management

Abstract

The research aims to determine Digital Marketing Strategies and their Impact on Competitive Advantage: A Focus on Strategic Management. Its method is of basic type with a quantitative, non-experimental approach. The population is composed of the 80 MYPES of the district of San Juan de Lurigancho. The results reveal varied perspectives on key business aspects. Although they agree on the breadth of the service portfolio, they differ on concern for customer satisfaction, soundness of decisions, and long-term profitability. In addition, there are discrepancies on innovation, sales growth and strategies. The survey results show a variety of perceptions on key business issues. These coincide with the relevance of digital marketing and its impact on competitive advantage.