Keywords
Marketing
Pandemic
E-commerce
Inbound Marketing
How to Cite
Abstract
This article presents a study on the support provided by information technologies to marketing during the COVID-19 pandemic. The COVID-19 pandemic has had a significant impact not only in our country but worldwide; it has affected all sectors, particularly small and medium-sized enterprises (SMEs). Marketing has served as a key support tool for both organizations and consumers, especially in scenarios where businesses and industries were forced to close due to mandatory lockdowns. This situation led to the increased use of information technologies—e-commerce being a prime example. SMEs are responsible for generating approximately 80% of formal employment. However, due to the COVID-19 pandemic, many of these companies were compelled to implement internal changes, adapt to remote work, and, in some unfortunate cases, face layoffs and bankruptcies. All aspects of daily life and business operations were disrupted, prompting the search for new ways to live and solve problems with the help of information technologies. Undoubtedly, it is time to reflect on the role marketing plays within our organizations during and after the pandemic—both in responding to the crisis and in emerging stronger from the downturn (Toledo & Armas, 2020). This article offers an analysis of Inbound Marketing as a strategic approach during the pandemic, supported by information technologies.
References
Anzures, F. (2016). Social influence marketing: El poder de los influenciadores en el futuro del marketing. Fernando Anzures. https://www.smartspeakersweb.com/item/335-capitulo-1-social-influence-marketing-el-poder-de-los-influenciadores-en-el-futuro-del-marketing-por-fernando-anzures
Borden, N. H. (1991). The concept of the marketing mix. En R. J. Dolan (Ed.), Strategic marketing management (pp. 45–60). Harvard Business School Press.
Campos, A. (2018). ¿Qué es el inbound marketing? INCRENTA Blog Colombia. https://increnta.com/insights/que-es-inbound-marketing/
Cavero, J. (2019, diciembre). Estrategia win-win para negociar. mentorDay WikiTips.https://mentorday.es/wikitips/estrategia-win-win-para-negociar/
Celaya, J. (2008). La empresa en la Web 2.0. Grupo Planeta.
Cheshire, J. (2012). Expression Web 4 in depth (2.ª ed.). Que Publishing.
Coto, M. (2010). El plan de marketing digital. FT Prentice Hall.
Dalla Valle, P. R., & De Lima Ferreira, J. (2025). Análise de conteúdo na perspectiva de Bardin: contribuições e limitações para a pesquisa qualitativa em educação. Educação em Revista, 41, e49377. https://doi.org/10.1590/0102-469849377
DANE. (2018). Evolución y situación actual de las Mipymes en Colombia. Revista Dinero.https://www.dinero.com/edicion-impresa/pymes/articulo/evolucion-y-situacion-actual-de-las-mipymesen-colombia/222395
Fernández, E. (2013). Fórmulas para vender mejor. MDC Magazine. https://mdcmagazine.com/articulos/planners-tips/how-to/3-formulas-para-vender-mejor
Fleming, P. (2000). Hablemos de la mercadotecnia interactiva. ESIC Editorial.
Herradón, J. (2009). Marketing digital: Estrategias y herramientas.
Kotler, P. (2015). Marketing 4.0. LID Editorial.
Kotler, P., & Armstrong, G. (2011). Principios de marketing (12.ª ed.). Pearson Education.
Kutchera, J., García, H., & Fernández, A. (2014). E-X-I-T-O: Su estrategia de marketing digital en 5 pasos. Grupo Editorial Patria.
Labrador, H. E., Suárez, J. J., & Suárez, S. A. (2020). Marketing en tiempos de crisis generado por la COVID-19. Revista Espacios, 41(42), 199–206. https://doi.org/10.48082/espacios-a20v41n42p17
López, M. (2010). SEO: Posicionamiento en buscadores. TallerSEO.com.
Marsé, B. (2012). YouTube: Las claves para aprovechar todas sus potencialidades. Profit Editorial.
Martínez, T. L. (2000). Técnicas de análisis de datos en investigación de mercados. Pirámide.
Morales, A. (2020). Nuevo estudio del inbound marketing. Blog de InboundCycle. https://www.inboundcycle.com/blog-de-inbound-marketing/nuevo-estudio-delinbound-marketing-edicion-2020
Peña, G., Caicedo, Y., & Delgado, S. A. (2018). Importancia de implementar el marketing digital en las pymes colombianas frente al tratado de libre comercio con Estados Unidos. Working Paper(1). https://doi.org/10.22490/ECACEN.2558
Puerta, M. (2010). Email marketing: Comunicación personalizada y eficiente. Business Management and Economics Research, 12(3), 45–58. https://www.researchgate.net/publication/356908731_Email_Marketing_The_most_Important_Advantages_and_Disadvantages
Quelch, J., & Jocz, K. (2009). How to market in a downturn. Harvard Business Review, 87(1), 52–62.
Rentería, L. (2015, junio 10). ¿Qué es el marketing digital y por qué es importante? [Conferencia]. Auditorio Principal Comfandi, Cali.
Schulz, E. D. (2025). Marketing in the digital age. Little, Brown.
Sordo, A. (2021). ¿Qué es inbound marketing? HubSpot Blog. https://blog.hubspot.es/marketing/que-es-inbound-marketing-slide-share
Souza, M. de. (1995). La sexta generación del marketing. McGraw-Hill de Colombia.
Tarazona, A. M. (2020). Relaciones en tiempos de pandemia: COVID-19 y bienestar animal, ambiental y humano. Revista Facultad Nacional de Agronomía Medellín, 73(2), 9513–9522. https://doi.org/10.15446/rfnam.v73n2.86957
Toledo, A., & Armas, N. (2020). Tips de marketing en épocas de COVID y post-COVID. CienciAmérica, 9(2), 99–107. https://doi.org/10.33210/ca.v9i2.300
Vilena, D. (2018). We simply the Internet http://wisewsisolutions.com
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2025 Hugo Garizurieta Bernabe, Paola Quintanilla Ortiz, Jessica Garizurieta Bernabe