Impacto en la implementación del marketing digital en el sector de streaming de televisión ecuatoriana, caso Vitotvo.

Abstract

In the present work presented, an analysis of the Impact on the implementation of digital marketing in the Ecuadorian television streaming sector was carried out, Vitotvo Case. For this analysis, a study of the current situation, concepts and theories of digital marketing is presented, as well as the current situation of television via streaming, To support this information, in-depth interviews were carried out with the CEOP - Founder of the Vitotvo channel, evidencing the impact of the digital age in terms of television and its process. Likewise, the need to implement changes and innovate to be able to stay in the changing and evolving environment at high speed, in such a way that marketing and communication strategies are determined that are presented in a precise way before a consumer who values and requires and consumes digital platforms for communication and information. Finally, after comparing what different authors determine, versus the results of the study, the effects of the pandemic on digital platforms and the business turn in social networks are known, in terms of which, the need to innovate, technology and loyalty tools, were the most notorious keys to survive and be able to differentiate. Much depends on these last factors to define the continued growth of this digital channel.