Key Marketing Strategies for Entrepreneurship through Social Networks in Time of Pandemic in Ecuador

Abstract

The Covid-19 pandemic has had an unprecedented impact worldwide and the mandatory confinement of the population caused businesses to venture into the field of social networks, this being the most essential tool for the purchase or sale of current products, in the Currently, this is a fundamental pillar in communication and one of the most used by consumers, achieving a diffusion of the products offered by the entrepreneur. The success of digital marketing will depend on the way in which the business model of each undertaking is executed, defining the market segment, relationship with clients, key activities, strategic partners, service providers, cost structures and finally the source. from income. For this reason, this research work aims to carry out a theoretical analysis of the most relevant aspects to take into account when undertaking.