Digital marketing and positioning of MYPES: A systematic review of the literature between 2021-2024

Resumen

This systematic analysis aimed to describe the bibliometric aspects and examine digital marketing for the positioning of MSMEs between 2021 and 2024. To do so, a search was carried out in several scientific databases, including Scopus, Cielo, Redalyc, Dialnet and Alicia; using the following keywords: digital marketing, positioning, MSMEs, content marketing, video marketing, marketing plan, internet, social networks, business, advertising, digital media and strategies. Subsequently, inclusion and exclusion criteria were established related to the presence of the variable of interest in the title, language, year of publication, open access, type of research, findings of the studies, among others. The bibliometric results showed that during the years 2022 and 2023, research related to digital marketing and positioning has increased, 100% of identified studies have been published in the Spanish language, while Dialnet, Alicia and Redalyc were the databases that recorded the largest amount of research on the subject. Finally, based on the analysis of the articles, it was concluded that digital marketing participates directly and influentially towards the positioning of SMEs, through its tools such as social networks and SEO strategies, which can be very useful for this type of business without having to incur large monetary investments.