Improving profitability in appliance stores through digital marketing strategies: empirical evidence from La Concordia.

Abstract

Digital marketing is essential nowadays due to the new perspective offered by the technological era and the way business is conducted. Stores and commercial businesses need digital marketing to achieve their objectives and satisfy increasingly demanding customers with new trends. This article focuses on the effectiveness of digital marketing in appliance stores. The research was quantitative in nature, with a non-experimental design and a cross-sectional approach that used surveys to collect data from people who buy appliances. The results showed that different stores have significant results in terms of digital marketing application. However, the discussion also revealed that there is still much room for improvement. It was concluded that stores apply digital marketing moderately, which allows them to attract the attention of several consumers, but they still have a margin for improvement. It is important that stores continue to work on improving their digital marketing strategy to remain competitive in the market. The research also contributes to understanding how digital marketing can be effective in different types of businesses.