Track: E-Business/E-Service

Abstract

The aim of this article is to describe which digital marketing strategies are applied to promote the e-commerce of SMEs in the cosmetics sector in Peru. It presents a quantitative approach and a descriptive design. The instrument used was an adapted 11-item questionnaire, non-probabilistic convenience sampling was used and it was applied to a sample of 14 importing SMEs in the sector. The results obtained were analysed using tables and figures based on descriptive and inferential statistics, which showed through the dimensions, that social networks are one of the main strategies that SMEs apply (71.4%), followed by email marketing (57.1%), mobile marketing (50%), and finally, SEM (21.4%). In conclusion, it was possible to identify the most used strategies in the e-commerce of some SMEs, which allows them to have online presence and trust in customers; however, it is important to take into account the sector to which the company is addressed for its correct application. Therefore, this study contributes to know which strategies are used by SMEs for the development of e-commerce in the cosmetics sector.