DIGITAL MARKETING IN COSTA RICAN COOPERATIVISM: THEORETICAL REVIEW, DIAGNOSIS AND STRATEGIC PROPOSALS

Abstract

This article explores the integration of digital marketing within the Costa Rican cooperative movement, combining a theoretical review with a diagnosis of the current state and strategic proposals for its strengthening. It addresses the historical background of cooperativism in Costa Rica and its evolution in the digital era, contextualizing how cooperatives have gradually adopted emerging technologies. The theoretical framework analyzes the evolution of marketing from its origins (Marketing 1.0, product-centered) to Marketing 5.0, which incorporates advanced technologies with a human-centered approach. Additionally, the article discusses concepts such as cooperative digital maturity, digital branding, and customer experience in digital environments. At the national level, the Costa Rican context is described in terms of internet penetration (92.5% of the population by early 2024), digital culture, and the accelerating impact of the pandemic on digital transformation. The legal framework is also examined, including data protection laws and cooperative regulations. Case studies (Coopenae/WINK, Dos Pinos, a coffee cooperative, and regional comparisons such as Colanta in Colombia and Caja Popular Mexicana) identify best practices, innovations, and lessons learned. Failures and common challenges, such as resistance to change, cybersecurity gaps, and strategic errors in the region, are also analyzed. Building upon this, contemporary tools and tactics (artificial intelligence, SEO, social media, marketing automation, cybersecurity) relevant to the cooperative sector are detailed. The article proposes the SOSTAC® methodology adapted to cooperativism for planning digital marketing strategies and includes a 12-item Likert-scale diagnostic instrument to assess a cooperative’s digital maturity. Finally, practical recommendations are offered to cooperatives (on management and digital culture), public policies (to foster cooperative digitalization), and the higher technical education system (for training talent in digital marketing with a cooperative approach).

The conclusions emphasize the importance of aligning cooperative identity and values with the opportunities of the digital era, ensuring the sustainability and relevance of the cooperative model in the 21st century.