<p>Digital marketing has undergone significant evolution in contemporary times, manifesting through various visual mediums that companies employ to promote their products and services. In the past, promotion strategies were limited to newspapers, billboards, and television commercials. Nowadays, digital tools offer creative possibilities. Additionally, communication between companies and consumers has become more accessible and dynamic, facilitating interaction in the acquisition of products and services.</p>
<p>This shift implies that both individuals and companies must enter the technological world and comprehend the available tools to create engaging content that captures the attention of their target audience. In this context, small enterprises in Boyacá, Colombia, are required to adopt digital marketing and e-commerce strategies as fundamental pillars for their growth and competitiveness in the current market. This article explores how these companies, by using different tools, can strengthen their business models and expand their reach in the digital era.</p>