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Digital Marketing as a Communication Tool in Emerging Businesses

Digital Marketing as a Communication Tool in Emerging Businesses

Carlos Luis Torres Briones
Copyright: © 2019 |Pages: 14
ISBN13: 9781522589396|ISBN10: 1522589392|EISBN13: 9781522589402
DOI: 10.4018/978-1-5225-8939-6.ch020
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MLA

Briones, Carlos Luis Torres. "Digital Marketing as a Communication Tool in Emerging Businesses." Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics, edited by Jose Manuel Saiz-Alvarez, IGI Global, 2019, pp. 353-366. https://doi.org/10.4018/978-1-5225-8939-6.ch020

APA

Briones, C. L. (2019). Digital Marketing as a Communication Tool in Emerging Businesses. In J. Saiz-Alvarez (Ed.), Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics (pp. 353-366). IGI Global. https://doi.org/10.4018/978-1-5225-8939-6.ch020

Chicago

Briones, Carlos Luis Torres. "Digital Marketing as a Communication Tool in Emerging Businesses." In Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics, edited by Jose Manuel Saiz-Alvarez, 353-366. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-8939-6.ch020

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Abstract

Emerging businesses face the daily challenge of competing in a world where major brands use their complete artillery to communicate and attract customers, and where small businesses are the most affected, so they should be more intelligent and daring to compete in the daily market. Here, the authors study the theory of digital marketing as a communication tool for emerging businesses and its benefits according to different authors. As a result, they propose the EComPymes model, where the appropriate basic tools for these type of companies are shown; thus, content generation through social media, mobile marketing, and email are the main options, not only for starting a business but competing with low budgets.

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