The Impact of Digital Marketing on Sausage Manufacturing Companies in the Altos of Jalisco

TL;DR

This study assesses how digital marketing influences sausage companies in Jalisco's Altos region, highlighting the potential for market expansion and improved product acceptance through ICT tools.

Contribution

It provides empirical insights into the adoption and impact of digital marketing strategies among local sausage manufacturers in Jalisco.

Findings

Limited use of digital marketing technologies among companies.

Positive perception of ICT's role in market expansion.

Potential for increased sales through digital channels.

Abstract

One of the goals of any business, in addition to producing high-quality, community-accepted products, is to significantly increase sales. Unfortunately, there are regions where new marketing technologies that make it possible to reach a larger number of potential consumers, not only at the regional level, but also at the state and national level, are not yet used. This research, which included qualitative and quantitative methods, as well as interviews applied to owners, employees and clients of three sausage companies, seeks to measure the impact of digital marketing in the Altos of Jalisco, Mexico. Thus, in addition to inquiring about the degree of knowledge they have regarding information and communication technologies (ICT) to expand their markets to areas with higher population density, another goal is to know the opinion about their manufactured products, their quality and acceptance. It should not be forgotten that companies are moving to an increasingly connected world, which enables entrepreneurs to get their products to a greater number of consumers through the Internet and smart devices, such as cell phones, tablets and computers; and thus ensure the survival of the company and a longer stay in the market.