Abstract

BRICIO SAMANIEGO, Karina; CALLE MEJIA, José  and  ZAMBRANO PALADINES, Mario. Digital marketing as a tool for labor performance in the Ecuadorian Environment: Case study of graduates from the University of Guayaquil. Universidad y Sociedad [online]. 2018, vol.10, n.4, pp. 103-109.  Epub Sep 02, 2018. ISSN 2218-3620.

Digital marketing has become a necessary and effective tool in companies, due to new implementations and technological transformations. The objective of this research is to analyze digital marketing as a tool in the labor performance of the Ecuadorian environment through a case study carried out to graduates of the University of Guayaquil. A quantitative methodology was applied, with a random sample of 376 graduates located in various companies in the city of Guayaquil. Among the results, it was evidenced that the use of digital marketing is fundamental in the good labor performance of the graduates, most of the companies where they work use online platforms, promote the products or service of the company, interact with databases of clients, and they work with their own web page. The knowledge of tools and technologies of digital marketing makes professionals more competitive and achieve better loyalty and connection with business customers.

Keywords : Digital marketing; labor performance; social networks; marketing trends; digital platform.

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