Research as an input in training

In teaching practice, cognitive, pedagogical, didactic, disciplinary, technological and research competencies, among others, become evident, all focused on energizing learning processes and knowledge management of their students. Each one with its importance and particularities. In this paper, the research work, understood as that systematic process through which the understanding of a subject is compiled, organized and increased, is highlighted as a contribution to the teaching practice in order to strengthen and energize new spaces for the generation of learning. In this sense, the interest arises in researching digital marketing given its dynamic growth and effective functionality for companies, which in these times of pandemic became a key ally not only for sustaining their marketing efforts but also for increasing their online presence. The research carried out consisted of a "Sectorial diagnosis of SMEs, reality vs. results in the face of marketing 3.0" whose objective was to "investigate the appropriation and applicability of marketing 3.0 among small and medium-sized entrepreneurs", a marketing stage whose technological tools facilitate the connection with customers through the mass media revolution and electronic commerce. This was an exploratory type of research, with a qualitative approach, whose information was collected through an online questionnaire applied to a random sample of 50 entrepreneurs. Among the results, it was identified that 42% of the entrepreneurs have an advanced level of knowledge of digital marketing and 61% are applying 3.0 marketing tools. A 33% of entrepreneurs see it as an ally in their marketing strategies, therefore, they are autonomously acquiring knowledge about its tools for its incorporation. From this perspective, companies require personnel with skills in the management of digital marketing tools.