DIGITAL MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT: STRATEGIES FOR GENERATING VALUE IN SMALL AND MEDIUM-SIZED ENTERPRISES

Abstract

This article discusses digital marketing as a relationship-building and value-generating tool for small and medium-sized enterprises (SMEs). The research stems from the understanding that a digital presence is no longer an option but a relevant element of business competitiveness. The study, of a bibliographic and qualitative nature, examines strategies such as content marketing, social media, paid traffic, post-sales relationship management, and indicator analysis. The results indicate that digital marketing is more efficient when integrated into the organization's value proposition and oriented towards continuous customer relationship management. It concludes that SMEs can compete more effectively when they use digital channels to understand needs, educate the market, strengthen trust, and measure results.