Digital Marketing and the use of social media as a relevant factor in the way of marketing of any company

Abstract

This research is a review of the literature on the use of Digital Marketing as a commercialization tool, derived from the accelerated evolution of technological advances that have occurred in the recent years. The purpose of the article is to analyze Digital Marketing and specifically the use of social networks as an important factor in the Marketing of any company, given the changes that have been occurring for some time to date in the way of doing business, with the advent of the internet and digital media. A literature review was carried out in databases of renowned journals such as Ebsco, Scopus and Google Scholar. Hard data were consulted regarding the trend in the use of the internet and social media for commercial purpose. It was observed that social networks have a positive impact on marketing. In conclusion, the use of social networks plays a relevant role in the way of doing business for every company, derived from a market with a high tendency towards digital and the exponential growth of the number of people and companies that carry out their commercial activity through the internet.