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Use and Perception of Digital Marketing Tools for Micro-Enterprises in Tijuana


  • Jorge Carlos MORGAN MEDINA

    () (School of Tourism and Marketing, Autonomous University of Baja California)

  • Alfredo Mario MEJÍA RAMÍREZ

    () (School of Tourism and Marketing, Autonomous University of Baja California)


    () (Health Sciences Center, Autonomous University of Baja California)


In modern world, big changes are occurring in short time frames, businesses are dealing with information and communication technologies adaptation and updating problems, being such as Internet and Web 2.0. There are different tools that allow efficiency in internal and external communications of the company; when it comes to external communication, digital marketing is gaining more ground and an increasing number of companies invest more in that kind of strategies. Digital marketing as a tool for business is a great advantage that not all recognize, even much less number of companies use it, in particular microenterprises. There are many factors that influence the decision to adopt digital marketing strategies and activities. The present paper presents the scores for the different digital marketing activities as perceived and implemented by micro-enterprises in the city of Tijuana. The main reasons why they do not perform digital marketing activities are: they do not believe it necessary, training outdates and price. Companies mainly perform activities in social networks, in the company website, emailing and online advertising, while they qualify email, website, Facebook and Google Maps as the most useful digital marketing activities. This information can be used both by microenterprises as by suppliers to generate profitable strategic alliances.

Suggested Citation

  • Jorge Carlos MORGAN MEDINA & Alfredo Mario MEJÍA RAMÍREZ & Carolina PIZANO NORIEGA, 2013. "Use and Perception of Digital Marketing Tools for Micro-Enterprises in Tijuana," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 347-365, December.
  • Handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:347-365

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    References listed on IDEAS

    1. Oecd, 2010. "Competition in Bidding Markets," OECD Journal: Competition Law and Policy, OECD Publishing, vol. 10(1), pages 69-151.
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