Influencia del marketing digital en el proceso de decisión de compra de los Millennials en Colombia

Abstract

The purpose of this article is to study the influence of digital marketing on the decision-making process of millennials in Colombia according to the advancement and technological development that has been presented in recent years in the country. in this way, to have an insight into the plans and strategies that organizations have had to incorporate for their support and recognition of it. In order to achieve a good development of this article, a review and obtaining of secondary sources is made as support in books, undergraduate works, articles and research selecting concepts, definitions and characteristics that the millennial presents in Colombia highlighting the digital part as a starting point and as an important column of research of the article. As a result, the article manages to identify the characteristics and reasons why the decision-making process of buying a millennial in colombia is different from a purchase decision process in general and with this, the influence of digital marketing as a fundamental tool for the good development of the company.