Análisis evolutivo del impacto económico, enfocado al marketing digital en Ecuador

Abstract

Abstract: The research titled aimed to evaluate how the adoption of digital marketing has influenced the country s economic performance in recent years. A quantitative, non-experimental, and descriptive design was used, with a sample of 384 companies registered with the SRI. Secondary data were analyzed using statistical techniques to determine relationships between investment in digital marketing, GDP growth, productivity, and job creation. The main findings revealed that, between 2019 and 2024, there was a significant evolution in the adoption of digital marketing by the Ecuadorian business sector, especially in activities related to commerce and services. This digital transformation positively impacted key economic indicators, reflected in an increase in GDP, progressive improvement in business productivity, and expansion of employment generation in sectors linked to information and communication technologies. Additionally, a strengthening of business competitiveness was observed, largely attributable to the strategic integration of digital tools in promotion, marketing, and customer service processes.