Análisis de estrategias de marketing tradicional versus marketing digital en la era POST-COVID en Guayaquil, en el año 2023

Abstract

The present research was prompted by the need to identify whether there have been significant changes in the way in which traditional marketing strategies are deployed versus digital marketing strategies in the post-health crisis context in Guayaquil. The objective of the article was to analyze traditional marketing strategies versus digital marketing in the Post-COVID era in the year 2023, for which the strategic actions used were identified and the perception of guayaquileño consumers regarding the actions applied by companies and ventures was inquired. The results showed that social networks were already the preferred channels given the low costs of advertising in contrast to traditional channels.