El Commtech e infraestructuras digitales en las organizaciones del Ecuador

Abstract

Abstract: This thesis focuses on the study of CommTech and digital infrastructure in organizations in Ecuador, considering the current context of digitalization growth in the fields of Communication, Public Relations, Marketing, and Advertising. These departments face the need to adapt to new communication processes, formats, and channels, as well as the pressure to generate attention-grabbing content for their target audiences. CommTech emerges as a response to this demand, encompassing the digitalization of communication and marketing through the use of modern technology and software. It enables organizations to actively and flexibly adapt to emerging technological trends. CommTech and digital infrastructure become essential components in the current era of digitalization for companies and organizations. This study is based on gathering insights from experienced communicators and communication managers in the most relevant companies and agencies in the country. These key stakeholders will contribute to the development of effective communication strategies aligned with new technologies in Ecuador. Additionally, the thesis aims to determine the level of information, preparedness, and digitalization within communication teams in the Ecuadorian context.