Modelo de evaluación de la implementación del marketing digital en las pymes de Bogotá mediante análisis jerárquico de procesos

Abstract

Currently, the business community is in the midst of the era of digitization largely due to the economic effects that impacted smes (small and medium-sized enterprises) during the pandemic, forcing them to enter and implement technological means, in order to boost their organization, however, in many cases, they do not feel confident in the implementation of digital platforms in their processes, due to lack of knowledge they have regarding digital marketing. This work consists of the development of a multi-criteria methodology (based on the Hierarchical Decisional Analysis - AHP) to actually measure the achievement or not of the benefits obtained from marketing, applying the model to a group of smes located in the city of Bogotá - Colombia. Evaluating the factors and services involved in its implementation. The methodology seeks to direct efforts and help in making business decisions aimed at the use of digital marketing.