STARTUPS Y MARKETING DIGITAL
ESTRATEGIAS PARA COMPETIR CON GIGANTES EN UN MUNDO INTERCONECTADO
DOI:
https://doi.org/10.57108/iesj.2025.5-1.5Palabras clave:
startup, ventaja competitiva, marketing digital, agilidad, innovaciónResumen
Las startups están rediseñando el entorno corporativo global, cuestionando conceptos tradicionales e impulsando una revolución en los negocios. El rápido crecimiento y la expansión de estas empresas están transformando múltiples sectores económicos, destacando la relevancia de las estrategias de marketing digital desde el inicio para garantizar un éxito sostenido. Este artículo tiene como objetivo analizar la relevancia de las startups en el entorno contemporáneo y las estrategias específicas de marketing digital implementadas, sus beneficios y riesgos, permitiendo que las startups obtengan una ventaja competitiva frente a las grandes empresas. Para ello, se adoptó una metodología de investigación bibliográfica que abarca artículos publicados en los últimos cinco años. Las startups se destacan por la innovación, la agilidad y la capacidad de disrupción, utilizando tecnologías emergentes, herramientas digitales y estrategias de marketing digital para competir con grandes empresas. Son agentes de transformación del mercado y de la economía digital, impulsando la innovación y la competitividad. A pesar de sus ventajas, enfrentan desafíos significativos, incluidos riesgos de ciberseguridad y la necesidad de adaptación constante y rápida a los cambios del mercado. Estrategias eficaces de marketing digital, innovación y agilidad son esenciales para su crecimiento, así como la atención y el tratamiento de los desafíos y riesgos inherentes.
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