STARTUPS AND DIGITAL MARKETING:

STRATEGIES TO COMPETE WITH GIANTS IN AN INTERCONNECTED WORLD

Abstract

Startups are redesigning the global corporate environment, challenging established concepts, and driving a business revolution. The rapid growth and expansion of these companies are transforming multiple economic sectors, highlighting the importance of digital marketing strategies from the outset to ensure continuous success. This article aims to analyze the relevance of Startups in the contemporary environment and the specific digital marketing strategies they employ, their benefits, and risks, allowing Startups to gain a competitive advantage over large companies. To this end, a bibliographic research methodology was adopted, encompassing articles published in the last five years. Startups stand out for their innovation, agility, and disruptive capability, utilizing emerging technologies, digital tools, and digital marketing strategies to compete with large companies. They are agents of transformation in the digital market and economy, driving innovation and competitiveness. Despite their advantages, they face significant challenges, including cybersecurity risks and the constant need to adapt swiftly to market changes. Effective digital marketing strategies, innovation, and agility are essential for their growth, as well as addressing the inherent challenges and risks.