Just 1% out of the 1,200 exporting companies in Guanajuato has a digital marketing strategy. Carlos A. Rodriguez, Director of Training and National Certifications for the Coordination of Foreign Commerce Development (COFOCE), explained that even though more than 130 local exporting companies are selling online, only 12 of them have their own successful digital commercialization scheme, for instance shoe firms like Andrea and Flexi. Mr. Rodriguez affirms that representatives from 45 firms are undergoing training with Amazon Mexico, besides enforcing a program with the Monterrey Institute of Technology to obtain digital marketing certifications valid across the nation.

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