Digital skills development a necessity: success and failure cases

Abstract

Digital marketing has transformed the way in which pastry shops relate to their customers in Ecuador and social media management skills allow these businesses to interact more directly and effectively with their audience. The objective is to evaluate the digital marketing skills of pastry shops in Cuenca, revealing factors of success and failure. A mixed methodology combining qualitative and quantitative methods was employed. Including inductive-deductive, analytical-synthetic and historical approach methods. A non-experimental field study was implemented using convenience sampling. A correlation was found between strategies focused on social networks and consumer perception. Special discounts and product variety influence purchase decisions, while product quality and online shopping experience are decisive. Most consider it crucial to have a website, these findings underline the importance of online presence for bakeries, showing that meeting digital expectations is essential for business success in today's era.