Enhance digital marketing to achieve the growth and development of the microenterprise. (#1158)

Authors

Handal Gomez, Aldo Josué

Alvarado Pineda, Carlos Gustavo

Isabel Rivera, Mirna

Abstract

Microenterprises can fully leverage digital marketing opportunities for their growth. This study examined the behavior of the potential market and existing customers in a Honduran microenterprise, aiming to enhance digital marketing for its growth and development. A mixed research approach was employed, using surveys and expert interviews. The target population was divided into potential customers (13,500 Instagram followers) and existing customers (1,200 previous buyers), applying both probabilistic and non-probabilistic sampling techniques. Through this platform, the attention of 227 respondents was captured, achieving an effectiveness rate of 19%. Results indicate that the potential market is predominantly composed of women (61%) and individuals aged 26 to 35 (46%). Ninety-three percent of potential customers prefer social media, especially Instagram (55%). Existing customers are also mostly women (54%) and individuals aged 26 to 35 (37%). Ninety-nine percent of existing customers trust online purchases, primarily using Facebook (55%). The majority of potential and existing customers are located in San Pedro Sula (66.5% and 77% respectively). Existing customers prefer Facebook and value the quality of customer service. The use of social media, particularly Instagram, stands out as an effective strategy to reach potential customers. Findings underscore the importance of creating a digital marketing strategy targeted at women aged 26 to 45 on Instagram and Facebook. The development of a website is also crucial to address existing demand. Maintaining active communication on social media, engaging with followers, and providing relevant content are essential.