Digital marketing strategies used by Santo Domingo boutiques to increase sales. Estrategias de marketing digital empleadas por boutiques de Santo Domingo para el aumento de ventas.

Abstract

Companies currently have a great challenge due to the dynamics of organizations, influencing the use of increasingly effective digital tools to preserve and improve customer perception. Digital marketing is one of the most widespread tools today providing strategic support to companies. For this reason, the present investigation was carried out with the objective of knowing the digital strategies that the boutiques of Santo Domingo are using to increase their sales, for this an investigation was carried out with a quantitative approach, of a descriptive, bibliographic, documentary and field using the survey as a technique and the questionnaire as an instrument, which was applied to 40 boutique owners. It was determined that digital marketing strategies are being applied by the boutiques of Santo Domingo, 100% are using social networks and websites, the WhatsApp application being the most used with 100%, they also use canvases to make their advertisements. With offer and promotion content, they use different content such as photos, videos, etc. and they are dedicating 3 to 5 hours per week to this activity. They measure advertising campaigns by web traffic and increased sales. They are using Google Analytics to measure digital traffic. In conclusion, social networks with the use of WhatsApp as a digital marketing tool have allowed companies to have solid relationships with customers and increase their sales in recent years, considering them valuable for business growth, they are also on the internet to help in different tasks in this competitive world.