Resumen

Digital marketing, a fundamental tool for organizations, has been used in large, small and medium enterprises; the continuous change and technological advance have been the main causes that most companies carry out digital marketing strategies. The use of this strategy has allowed demand, brand recognition and public preference to increase in a supernatural way. Before the 1990s, the necessary use of computers or substitutes could not be imagined by many people or companies. Today we know that from children to adults, daily connect to social networks, pages, websites, blogs. Etc. Trends that many do not stop taking advantage of. Today the concept of digital marketing is not only theoretical but practical at the business or organizational level. New trends in communication through digital media have allowed this tool to be a fundamental strategy in decision making in the area of marketing. There is a variety of concepts that were useful for the present study and sources of support that define this term. This tool, through its easy handling and continuous and advanced change, offers competitive advantages and benefits at the business level.