Neuromarketing and digital marketing as positioning strategies for msmes during the pandemic in the DMQ

Abstract

The role of neuromarketing and digital marketing as key strategies for micro, small, and medium-sized enterprises (MSMEs) in the Metropolitan District of Quito (MDQ) to position themselves and maintain their sustainability during the COVID-19 pandemic. Despite a lack of awareness and effective application of these tools in many businesses, it is evident that those which managed to adapt and leverage these strategies, especially digital marketing, were able to improve their commercialization processes and competitiveness.

The study highlights that the pandemic modified consumer habits, increasing the importance of online commerce, digital payments, and attention to aspects such as health and sustainability. However, it also identifies that a lack of knowledge about digital marketing and neuromarketing strategies remains an obstacle, especially for micro-enterprises, which show little interest in contracting services related to these areas.

Therefore, an integral training plan in marketing, neuromarketing, and digital marketing is proposed, aimed at strengthening the knowledge and skills of businesses in these areas. This would be subsequently accompanied by advice and mentorship to facilitate the successful implementation of the strategies. The initiative seeks for businesses to be able to adapt to changes in consumer behavior, take advantage of technological tools, and consequently, improve their positioning and sustainability in the post-pandemic market.