MARKETING DIGITAL COMO OPORTUNIDAD PARA MICROEMPRESAS, AREQUIPA - PERÚ, 2022

Microenterprises represent a large part of the business structure in Peru and employ the majority of the Economically Active Population, so their development and growth is of great interest. This study aims to define the impact and benefits of digital marketing on microenterprises in the city of Arequipa and the opportunity that this represents. The techniques of documentary observation, focus group, questionnaire and interviews were used to collect information. The research highlights the importance of digital marketing as it allows microenterprises to have a rapid and massive reach, and in turn obtain information from consumers for informed decision making. The study reveals that more than half of the microenterprises in Arequipa make use of digital marketing tools, especially in the growth stage (2 years in the market), being social networks the most used tool, mainly Facebook. In addition to free tools, a representative percentage of microentrepreneurs in Arequipa invest money on a monthly basis, especially those concentrated in the area of commerce and in the growth stage. The findings of this study contribute to the planning of strategies by microentrepreneurs in Arequipa. Key Words: digital marketing, microenterprises, digital marketing tools, social networks