Digital marketing as a positioning strategy for the artisanal trade Marketing digital como estrategia de posicionamiento para el comercio artesanal

Abstract

Currently organizations must constantly innovate in their administrative management to achieve market positioning, and make use of digital marketing strategies as an integrative and innovative tool. Within the Colombian artisan sector the adoption of technological tools marks a new path to follow and a challenge to face in the face of the unequal economic, social, and political reality. Based on documentary research this study aims to reflect about the artisan activity in Colombia and highlight characteristics and challenges faced by artisans facing the lack of inclusion of technological tools in their organizations. The aforementioned shortage does not allow the artisans to be competitive in different markets, so this study recognizes the importance of using digital marketing as a strategy for the marketing and positioning of artisan products. Finally, the conclusion of this article highlights the need to strengthen the handicraft sector to be competitive in the market with the implementation of new technologies and digital marketing plans, but also the need of ensuring the conservation and use of handicraft knowledge which becomes a source of business generation and employment for many families engaged in this activity.