The COVID-19 Pandemic and its confinement restrictions have directly affected businesses, where MSMEs (Micro, Small and Medium Enterprises) have been the most vulnerable to this problem. The objective of this research is to highlight the importance and need to use digital marketing and its platforms as a means of supporting MSMEs, given the current socioeconomic threat triggered by the COVID-19 pandemic. Regarding the methodology, the approach corresponds to a qualitative research, with a documentary design, resorting to books, newspaper sources, official websites, scientific articles. The results obtained show that the economic activities of MSMEs in Panama, prior to the COVID-19 pandemic, can be considered stable, at this time MSMEs did not pay attention to the importance, nor did they feel the need to implement marketing platforms digital. With the arrival of the pandemic and the confinement measures established, 49% of the MSMEs have closed temporarily or permanently. Some MSMEs started using digital channels to market their products and services with e-commerce activities. Digital marketing allows MSMEs to maintain an open means of communication with their real and potential clients through advertising campaigns through social networks, search engines, video platforms, among others, to provide information to their clients, and in this way maintain its position in the market.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
