MARKETING DIGITAL Y RECURSOS HUMANOS EN EMPRESAS DE DISEÑO Y ARQUITECTURA IMPACTO EN EL CRECIMIENTO Y EXPANSIÓN INTERNACIONAL DEL SECTOR CREATIVO

Abstract

This study addresses the impact of digital marketing and human resources management on the growth and international expansion of architecture and interior design firms. The overall objective was to determine how these two key areas can be integrated to boost the global competitiveness of the creative sector. The methodology combined a documentary and empirical approach, including a review of specialized literature, surveys of professionals in the sector and interviews with marketing and human resources experts. The findings reveal that strategies such as SEO, social media and augmented reality, combined with talent management that prioritizes professional development and cultural diversity, strengthen team cohesion and brand positioning. It is concluded that the synergy between digital marketing and human resources is essential for attracting new clients and international expansion, although there are still areas for improvement, such as the adoption of emerging technologies. This work offers a guide for creative companies seeking to consolidate themselves globally, highlighting the importance of integrating organizational values and digital strategies.