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This article presents the results of a study conducted by a group of small advertising companies in western Panama. Its objective was to identify the digital tools used by small advertising companies in Western Panama for their digital marketing strategies.
The methodology was a descriptive exploratory study, using the content analysis method with a statistical sample of 120 companies. In addition, 80 random surveys were conducted among advertisers, not necessarily corresponding to the studies analyzed, to compare the analysis results and examine the advertisers' responses to the research topics.
Among the key results, we found that most small advertising companies still do not have an e-commerce platform or have not carried out search positioning actions. The most used social networks are Facebook and Instagram, where images and content are shared the most. The bottom line: companies of this size are not using their digital resources effectively and strategically for self-promotion. Entrepreneurs in this sector need specific training, union representation is being strengthened and there are opportunities from the perspective of the creative industry if this type of company gets involved with new technologies.
