Chapter 2: Marketing 5.0: Digital transformation in MSMEs in the state of Veracruz

Digital transformation has become a key factor for the competitiveness and sustainability of SMEs, and in this context, Marketing 5.0 emerges as a strategic approach by integrating emerging technologies such as artificial intelligence, big data, and automation to optimize processes, personalize communication, and enhance consumer experience. The purpose of this study was to analyze the level of implementation of these strategies in SMEs in the state of Veracruz during the period from August 2024 to February 2025, using a quantitative, cross-sectional approach based on a Likert-scale survey adapted from previous instruments, validated through Cronbach’s Alpha, and complemented with structural analysis using PLS SEM. The findings revealed that 87% of companies have not incorporated emerging technologies into their marketing practices, highlighting a critical gap that limits digital transformation and restricts their ability to compete in increasingly demanding environments. Consequently, the low adoption of digital tools hinders both innovation and sustainability in SMEs, while simultaneously presenting a strategic opportunity to promote support programs and technological training that can strengthen their performance and competitiveness in the market.