Resumen

This action research study focused on contributing to Sustainable Development Goal (SDG) 8: Decent Work and Economic Growth. The objective was to advise three local entrepreneurs in the city of Neuquén on creating and optimizing their online sales channels (e.g., through social media, e-commerce, or marketplaces) for three months, with the goal of increasing their sales by 15% through the implementation of digital marketing strategies, improved user experience, and optimized sales processes. The identified problem was the entrepreneurs' low profitability, caused by a lack of guidance and limited knowledge of digital marketing tools. A mixed-methods approach was used, combining qualitative analysis (surveys and interviews) for diagnosis with quantitative measurement of sales records for evaluation. The final results showed a 66% achievement of the SMART objective, with two of the three ventures exceeding their growth target: Santorini Lingerie (+22.16%) and Rapiperro (+15.38%). The third venture, Tejidos Noem, experienced a slight decline (-1.52%). The findings confirm that digital marketing strategies and user experience optimization are key factors for local economic growth. The partial failure underscores the need for digital consulting to be accompanied by a robust internal operational structure and a product strategy adapted to seasonality.