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Omnichannel Marketing in Ambato’s SMEs

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 337))

Abstract

Globalization and the pandemic showed the shortcomings that exist in the management of small and medium-sized enterprises (SMEs) in Ambato, especially in marketing issues, because they do not allocate the necessary resources to design and implement strategies that allow them to satisfy the demands of consumers who, thanks to the Internet, access large information bases, and that also provides the option to buy products and services from a wide range of companies, whose mission is to differentiate themselves from competitors through the offer of unique experiences. In this sense, the objective is to determine the importance of the integration of communication and distribution channels in improving the customer experience. The methodology used is mixed, because it allows to describe and explain phenomena based on qualitative and quantitative data, which allow to understand reality in a comprehensive way. The results obtained underpin the value of omnichannel and digitalization of businesses, and the creation of company profiles to determine how they can take advantage of this type of strategy and improve consumer satisfaction levels. Finally, it was possible to know that at present, there is a hyper-connectivity of consumers, and therefore, marketing trends focus on strategies in which traditional and digital communication and distribution channels coexist and thus improve the company-customer relationship.

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Author information

Authors and Affiliations

  1. Carrera de Administración de Empresas, Facultad de Ciencias Administrativas Y Económicas, Universidad Indoamérica, Ambato, Ecuador

    Juan Carlos Suárez Pérez

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  1. Juan Carlos Suárez Pérez
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Correspondence to Juan Carlos Suárez Pérez .

Editor information

Editors and Affiliations

  1. University of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. University of Santiago de Compostela, Santiago de Compostela, Spain

    José Antonio Varela González

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Pérez, J.C.S. (2023). Omnichannel Marketing in Ambato’s SMEs. In: Reis, J.L., Peter, M.K., Varela González, J.A., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 337. Springer, Singapore. https://doi.org/10.1007/978-981-19-9099-1_22

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  • DOI: https://doi.org/10.1007/978-981-19-9099-1_22

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-19-9098-4

  • Online ISBN: 978-981-19-9099-1

  • eBook Packages: EngineeringEngineering (R0)

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