The e-marketing as a source for competitiveness in SMES

Abstract

Internet’s impact reaches every aspect of life and the business world is no exception. Business models that have been effective for centuries, are now been displaced by new and revolutionary approaches based on Information and Communication Technologies (ICT). E-marketing is a tool for the creation and management of promotional and advertising campaigns, which are more efficient and cost effective than those based on traditional media, with the added benefit of having a global reach, which –if correctly managed– could open international markets. Mexican Small and Medium Enterprises (SMEs) venture into cyberspace, but the lack of technological skills and the absence of a strategy represent roadblocks that stand in the way of taking full advantage of the resources offered by the Internet.