Journal of Business and entrepreneurial
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Evolution from traditional marketing to digital
marketing as a formative process
Evolución del marketing tradicional al marketing digital
como proceso formativo
Lilia Monserrate Villacis Zambrano
*
Frank Ángel Lemoine Quintero*
María Gabriela Montesdeoca Calderón*.
Katty Gisella Zambrano Alcívar*
Yesenia Aracely Zamora Cusme*
Karen Alejandra Mendoza García*
ABSTRACT
The research was developed in the canton Sucre with the
objective of analyzing the evolution of traditional
marketing to digital marketing within the training process,
to verify how the ability to surprise the consumer has
been lost, they have become accustomed to sales and do
not focus much more on the customer and his emotions
when making a decision about a product or brand since
what is important for him is the experience offered by
what he consumes. For the collection of information,
qualitative and quantitative tools were used, descriptive
method, statistical software such as SPSS version 21.0,
which allowed to verify that digital marketing helps to use
the most appropriate techniques within the digital media
to develop a direct and personal communication with
* PhD en Ciencias, Universidad Laica Eloy Alfaro de Manabí, campus Bahía de
Caráquez, lilia.villacis@uleam.edu.ec, https://orcid.org/0000-0002-2888-6363
*
Doctorado en Ciencias Economías, Universidad Laica Eloy Alfaro de Manabí.
flemoine1964@gmail.com, https://orcid.org/0000-0001-8885-8498
*
Máster de la Universidad de Palermo, Escuela Superior Politécnica
Agropecuaria de Manabí, campus el Limón, Calceta, Manabí.
mmontesdeoca@espam.edu.ec, https://orcid.org/0000-0003-4752-260X
*
Ph.D en Educación y Desarrollo Social, Extensión de Chone Colaboró en la
Comisión Académica de Extensión de Chone. katty.zambrano@uleam.edu.ec,
https://orcid.org/0000-0001-5165-8126
*
PhD en ciencias Contables y Empresarial, Escuela Superior Politécnica
Agropecuaria de Manabí. yzamorac@espam.edu.ec, https://orcid.org/0000-
0002-7448-5448
*
PhD en Ciencias Administrativas, Universidad Laica Eloy Alfaro de Manabí
Extensión Chone. correo institucional karen.mendoza@uleam.edu.ec,
https://orcid.org/0000-0002-8996-0598
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users, from the action channels are all those that can be
found on the internet such as social networks, e-mail
marketing, search engines and others. Experiential
marketing revolutionizes the thinking of traditional
marketing and is not used frequently or almost never by
our local business environment. It is evident that Digital
Marketing strategies must be deployed to obtain a strong
acceptance of customers, so that the company can
promote itself at a high level, in addition to giving it an
unwinding among competitiveness, because the digital
organization is as important as the optical organization.
Keywords: marketing, processes, techniques,
communication; customers
RESUMEN
La investigación se desarrolló en el cantón Sucre como objetivo analizar la evolución
del marketing tradicional al marketing digital dentro del proceso formativo , verificar
como se ha perdido la capacidad de sorprender al consumidor , se han acostumbrado
a las ventas y no se centran mucho más en el cliente y en sus emociones a la hora de la
toma de decisión ante un producto o marca ya que lo importante para él es la vivencia
que le ofrece lo que consume. Para la recolección de información se utilizaron
herramientas cualitativas y cuantitativas método descriptivo software estadístico como
el SPSS versión 21.0 lo que permitió verificar que el marketing digital ayuda a usar las
técnicas más adecuadas dentro del medio digital para desarrollar una comunicación
directa y personal con los usuarios, desde los canales de acción son todos aquellos que
se pueden encontrar en internet como redes sociales, e-mail marketing, motores de
búsquedas entre otros. El marketing experiencial revoluciona el pensamiento del
marketing tradicional y no es usado frecuentemente o casi nunca por nuestro entorno
empresarial local. Es evidente que se debe desplegar estrategias de Marketing Digital
para obtener una aceptación fuerte de clientes, para que la empresa pueda
promocionarse a gran nivel, además de darle una desenvoltura entre la competitividad,
pues la organización digital es tan importante como la organización óptica.
Palabras clave: marketing, procesos, técnicas, comunicación; clientes
INTRODUCTION
In Ecuador, the Ministry of Education, together with other organizations that contribute
to the education sector, have made important efforts to ensure educational continuity
in the context of the health emergency. However, the impact of the COVID-19
pandemic has caused thousands of children, adolescents and young people in general to
drop out of school.
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The universities in the country took up and innovated educational strategies under these
conditions according to the demands of the Ecuadorian environment and studies related
to this state have reflected the various impacts on the economic, social, health and
obviously education. The measures taken as alternatives to maintain the functioning of
teaching have been multiple, mediated by the use of technological tools and resources
that have left consequences and results that need to be carefully analyzed and taken into
account.
Kazama et al., (2022) in that it alludes to the visions about the actions to be implemented
for the recovery, adjustment and achievement of the university processes with the
positive and negative consequences of the whole stage of the pandemic. An assessment
is made of possible stages or phases of development with the idea of determining these
results and the implementation by way of strengthening the mediation of Information
and Communication Technologies, and the perspectives of the student body and the
teaching staff for the improvement of their performance. (pp.45).
The pandemic has transformed not only life habits but also part of their conduct and
social behavior in the areas of life. Faced with this truth, higher education institutions
and the challenges they are facing to continue in force, moving from face-to-face
education to the modality of a virtual training and teaching-learning process, do not
escape. Therefore, university institutions, in general, are presented with the central
purpose of identifying the challenges of Higher Education facing Covid-19 in Ecuador,
under new technological didactic trends that will allow the development of effective
learning. (Herz et al., 2022, p.32)
Uleam as a university institution in the coastal area of the province of Manabi has
addressed its particularities regarding the transformation of education towards a digital
culture to face the pandemic scenario with which humanity has had to deal with being a
cause for discussion in academic communities where confusion is generated in the new
roles and functions between the different actors in the sector. Decision-making,
regulations and actions represent challenges at every step and have motivated criticism.
Research results have allowed to define that both preparedness and prevention under
these pandemic conditions have been insufficient in the face of possible and probable
crisis scenarios in the academy, which has limited its response capacity and resilience,
so that the permanent observation of the evolution of the facts caused by the crisis is
recommended to achieve the design of strategies aimed at improving the tangible and
intangible institutional structure of the universities.
Demeulemeester et al., (2022) recognizes the formative process as "a totalizing process,
which aims to prepare man as a social being, grouping together in a dialectical unity the
educational, developmental and instructive processes" although there are similarities
with the definition by Fukumoto et al., (2022) where it is recognized as "an exclusively
human, intentional, inter-communicative and spiritual process, by virtue of which the
instruction, personalization, socialization and moralization of the human being is
achieved with greater plenitude", both coincide in the intelligence and certain abilities of
the human being in the face of social phenomena.
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It is relevant to recognize that within this process, the need to achieve the training of
people capable of inserting themselves in society and, at the same time, to perform at
the pace of its changes, is an increasingly marked demand that this same society demands
from the institutions in charge of the development of the teaching-educational processes.
Kava et al., (2022) As with all human activity, it requires rigorous planning and control.
Within this system, the instructional objectives determine the amount of knowledge that
students must acquire for the development of the skills they are expected to possess as
graduates and that will allow them to face the basic problems existing in production and
services and to solve them successfully, thus demonstrating independence and creativity.
On the other hand Esquerra-Zwiers et al., (2022) from its conception values concepts
and central ideas of correlation between them that can serve as a basis for the
recognition of professional training as a complex process, starting from the Theory of
Complexity and the Historical-Cultural Approach as theoretical-methodological bases
that in turn will have points of coincidence that admit to appreciate the development of
the professional training process, from a critical, integral and culturally contextualized
perspective. The points of reference that traditionally characterized the analysis of the
training process are subject to significant modifications in what can be called the era of
global education and with them the use of technology in virtual education with the
technological development and implementation of new educational techniques to
achieve optimal learning levels.
Considering (Adetoyinbo & Otter, 2022, p. 32) that the process of training professionals
in higher education based on competencies is controversial in educational institutions
because some agree on the challenge of its quality, in search of a greater integrality of
the graduates, which allows training a socially and professionally committed, flexible and
transcendent professional.
Studies carried out by Haile et al., (2022) have shown that the process of improvement
of higher education is based on the need to train a type of professional capable of
responding to the demands of social demands, and in turn shows the importance of
ensuring a broad profile graduate with a solid theoretical and practical training capable
of training as a specialist throughout his life and where he acquires a level of learning
according to the demands of his social environment.
Supporting the importance of formative assessment in the teaching and learning process
authors such as Van Dam et al., (2022) refer that it is common to distinguish 2 main
types of formative assessment: a) formal formative assessment, which includes questions
or activities planned by the teacher as part of a lesson or unit of work, with the objective
of obtaining evidence of learning in a group of students; and b) informal formative
assessment, which arises spontaneously in the classroom and tends to focus on obtaining
information about learning whenever the opportunity arises, and both can be effective
in the virtual modality.
Nowadays, identifying and describing the importance of formative research and the use
of didactics to strengthen the teaching-learning process of marketing as a subject in
higher education has awakened new formative strategies through virtuality according to
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Lyzwinski et al., (2022) although Lavoie & Main, (2022) The importance of formative
research and the use of didactics to strengthen the teaching-learning process of
marketing as a subject in higher education has awakened new formative strategies
through virtuality, although the marketing approach in the quality processes in higher
education graduate programs in the area of business administration are valid under
current conditions; contributing to quality in higher education, accreditation and
customer service in higher education through techniques to measure student
satisfaction.
It is important to recognize that the pandemic has driven the digital transformation that
has been taking place in recent years, and we have experienced growth rates in e-
commerce that, only twelve months ago, would have seemed like science fiction. Not
only has the consumption channel changed, but also the way we consume, as well as the
products and services, which have had to adapt to these trends.
This study was very important for marketing students because of the great notoriety
that technology is currently having. Anyone with or without technological knowledge
wonders how all the information generated in the world is stored: on Facebook, Twitter,
Smartcities or how Google is able to manage all the transactions that are made daily.
But it does not only stay here, as Big Data reaches all areas: stock market, climatology,
astronomy, the amount of data that is currently generated is overwhelming and just
knowing how to capture and analyze this information seems to me a quite reasonable
justification.
By studying traditional marketing and digital marketing, you have the opportunity to learn
about the development of these over the last few years. It is of vital relevance to know
its evolution and the processes that are lived in the digital era. Marketing marked the
business world since 1450 where the first printed advertising appeared, that was the
point from where the origin of traditional marketing started as the tool in which
companies could publicize a product not only in the locality but in several regions with
the printed flyers delivered by the courier of the place and this became the globalization
of marketing, where everything was more rustic where technology had no massive
impact on society.
For Hao et al., (2022) in a conference at a World Forum, detailed how what used to be
called Marketing has changed, moving from the product to the customer and
consequently to the person, where there is a direct connection. However,
communication with the consumer has changed, clearly differentiating the three stages
of marketing as shown in the following table.
Table 1. Comparison of Marketing 1.0, 2.0 and 3.0.
Marketing 1.0
Marketing 2.0
Marketing 3.0
Product-focused
marketing
Customer-oriented
marketing
Value-driven marketing
Target
Sales products
Satisfying and retaining
consumers
Making the world a
better place
Enabling forces
Industrial Revolution
Technological
information
New Wave Technology
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How the market is
viewed by
companies
Mass buyers with
Physical needs
Smart consumer with
mind and heart
A complete human being
with mind, heart
Managers
marketing of the
company
Product specification
Corporate and product
positioning
Corporate, vision, values
Value propositions
Functional
Functional and exciting
Functional, emotional and
spiritual
Consumer interactions
One-to-many transactions
One-to-one relationships
Many-to-many
collaboration
Source: Fuentes Vera, S. L., Huacón, V., & Arisendy, A. (2015). Analysis of the evolution of marketing 1.0, to marketing 3.0 and
proposed application in the Miller brand of the company Cervecería Nacional in the sector of the city of Guayaquil (Bachelor's
thesis).
According to the American Marketing Association, this association characterizes
marketing as a way of organizing a set of actions and processes of a company or person,
when creating a product "to create, communicate and deliver value to customers, and
to manage relationships" that strengthen the ties of the company with the customer thus
achieving capture a market segment where this product will be implemented and for
that you must have the approval of customers in that market and its purpose is to benefit
the organization by satisfying customers.
For Lobuteva et al., (2022) this type of marketing, the salesperson is the center of the
universe, because he/she is in charge of making known with a defined objective, selling
products or services. The strategy is only based on continually bringing out new
products, and the customer seeks to satisfy physical needs.
However, in the current time 2018 where technology is advancing by leaps and bounds
to make known the new facet of marketing in addition to digital marketing technology,
which offers the customer a new level of advertising, in which only need a computer and
internet or from your same phone will have at your fingertips everything you need
according to your needs.
It is recognized that in marketing there are several evolutions that help us to interact in
a world increasingly interconnected to technologies, which will allow us to reach more
customers in a more effective and faster way. Society and technology are elements that
are constantly evolving and marketing has advanced by leaps and bounds.
Until a few years ago, society used to be influenced by advertising campaigns and
promotion of the main dominant brands in the world. Today, a major shift is taking place
and the main driver of marketing is now the human being, implementing as measures the
social networks, which have developed a technological link between the consumer and
the company in marketing.
Digital marketing is the use of the Internet and social networks to improve the marketing
of a product or service. The concept of digital marketing emerged in the mid-1990s, with
the start of the first electronic stores.
Digital marketing with everything related to the Internet, is a field that evolves extremely
fast, the digital marketing professional must always be informed about the latest
technological trends, and its growing integration with traditional marketing, considering
especially important to pay attention to the Mobile Marketing and Social Media formats.
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The evolution of the Internet, from being a means of connecting users to become a
mode of communication and interaction that has led to the entry of social media in the
way human beings act both professionally and personally and has changed the way of
relating to friends, family and the environment. It involves all the technologies, platforms
and software that allow interacting and sharing directly and in real time with other users
and companies, customers, distributors, suppliers, so a company must understand the
new way of doing business that the social web implies.
Social networks are the fastest growing phenomenon on the Web, which is profoundly
changing the way marketing is done9 and is growing three times faster than Internet use.
"Social network users cannot live without them "10 , which represents an opportunity
for companies to communicate their products.
For Echeverría & Fischer, (2016) is the main Social Network, with more than 900 million
active users worldwide, being the leader in Latin America with 115.5million visitors. It
allows to know the tastes, habits, trends, preferences, problems, common and
uncommon characteristics shared by users, therefore, it allows to know the customer,
segment and find the target market, in a very intimate way because in this social network
people share their lives, which makes it possible to make analysis of their environment.
Haile et al., (2022) addresses that digital marketing as job performance, are practical,
conceptual tools that every professional should know, therefore, serves to solve
situations of analysis and occupational review work in any institution, which opens
endless possibilities to find work quickly.
It is also important to situate consumer behavior within the digital revolution of markets.
The economic approach determines that demand acts on the basis of budget constraints
and scarce resources. The sociological and psychological approaches come together
according to Rivas, concluding that consumer behavior is the result of the interaction of
the individual and the environment.
Castañeda, (2014) consumers make their decisions based on a process that consists of
three phases: input, process and output. Marketing is not only sales, it is the relationship
that the company or the seller has with its customer by offering a good or a service,
which implies providing satisfaction to the consumer when choosing a product. The
evolution has been qualitative and quantitative with respect to the global impact of
marketing in society, companies and microenterprises.
It is worth mentioning that the implementation of marketing was born in the 80's where
the machines gave an unexpected turn to the industries that were only focused on
production, now there was a greater concern to create a sales market within the cities
already industrialized as England at that time, It was at this time that marketing was
thought for the first time as a set of tools that will help in the creation, renovation and
standardization of a product that is purely agá thinking of the customer and not the
company because the company was created by the customer and for the customer and
thus the company benefits from the consumption of people who have already established
a bond with the institution.
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MATERIALS AND METHODS
Qualitative and quantitative methods were used - descriptive statistics, as main tools are
the review of bibliographic sources, the application of the Delphi and Kendall expert
method, observation, interview, survey, analysis of indicators, For the processing and
analysis of information, software such as Excel, SPSS version 26.0 were used, a sample
of 30 people was taken, the same that provided the competent information. The
research is developed through a four-phase procedure, which is described as follows: to
carry out a bibliographic review that theoretically supports the research. Evaluate the
effectiveness of the evolutionary process from traditional marketing to digital marketing.
Diagnose the fundamental shortcomings of the various processes that have occurred in
marketing. Through a sample of 30 entrepreneurs, propose actions that minimize the
diagnosed shortcomings and that constitute the premises of the implemented
procedure.
RESULTS
From the results it was possible to verify the reliability analysis, resulting in 0.877. This
made it possible to determine the degree to which the elements of the survey were
related, helping to measure in an operative and reliable manner within the research
process.
Table 1. Reliability statistics
Cronbach's alpha
N of elements
,877
Table 2. Have you purchased original CDs or DVDs?
Source: Entrepreneur
As a result, the table shows that out of the 100% of the population, 43.3% (13
respondents) answered that they have purchased original CDs or DVDs, while the
remaining 17 respondents (56.7%) answered that they have not purchased original CDs
or DVDs. As a conclusion regarding the aforementioned question, more than half of the
people surveyed stated that they have not purchased original CDs or DVDs, either
because of the difference in price between an original and a pirate, the ease of acquisition,
among other possible reasons.
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Table 3. Do you use the Internet to download music?
Source: Entrepreneur
Regarding the results of this question shows that he has NO 26.70% and he YES 73.30%.
This means that nowadays it is the new trend to download music on the Internet and
for convenience people acquire music by this means, they no longer acquire it physically
as they did traditionally in the old days when you went to a music store.
The results showed that 73.30% of people buy music online and not physically, since
the advent of the internet and several apps we can buy music from the comfort of your
home. In the old days you had to go to the music stores to buy the whole album of an
artist just to listen to a song. However, downloading music online is easy and free and it
has become a trend since there are several apps on the market that make it much easier
and faster.
Table 4. Would you buy music online in the future?
Source: Entrepreneur
It is observed that out of 100% of the people, 60% agree with downloading music through
the Internet, which represents 18 people. While the next percentage of 40% represents
people who are not interested or do not have accessibility to the internet, that is 12
people out of 30 respondents. I can say that the advancement of technology is having an
impact on people as time goes by and technology increases now it is easier to get from
the internet music, books and information that one needs in everyday life.
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Table 5. Where do you buy music?
Source: Entrepreneur
The results show that 50% buy music locally, 17% bought music within the province,
while 30% bought music in the country and 3% did not buy music. The results of the
survey project a level of acceptance of users in the purchase of music within the town
of Bahía de Caráquez.
Table 6. How did you find out that the record or song was for sale?
Source: Entrepreneur
From the results it could be seen that social media such as television with 46.% is the
reference for all of them, followed with a not so low percentage by the internet which
is one of the most used media by the population and is generally used daily unlike the
other media, these two mentioned above are of higher priority. Therefore, TV and the
internet are the best sources of news information, whether it is about music or events.
Discussion
From other works that have been done, such as that of Campoverde C (2016) with the
theme of incidence of digital marketing vs. traditional marketing in the purchase decision
of consumers in the city of Santo Domingo where he states, that the current trend of
doing marketing is towards digital marketing, with a significant presence of integrated
marketing communication. So technology drives the market at impressive speeds.
Determined that any type of marketing requires a study of the motivations of customers
and consumers, suggesting accurate market segmentations for the products to be
marketed.
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From the point of view of Martínez (2019) Companies compete for popularity and
worldwide recognition, which leads them to implement advanced and effective digital
marketing strategies. More and more companies are developing an SEO strategy or
carrying out interactive actions in their social networks, in order to achieve a greater
number of followers. It is worth noting the importance of the social and environmental
actions that certain companies are carrying out, with the aim of building customer loyalty
and reinforcing their brand image.
For Guzman, Paredes, Llivisaca, (2021) in the work done on Digital Marketing during
COVID-19 times in the commercial sector: Pichincha case - Ecuador came to the
coclusion that marketing is present in each of the activities of a company, entity or
organization since the customer is increasingly demanding and seeks a product and / or
service that meets the needs. Thus, the entertainment industry within the commercial
sector should consider the use of digital tools for monitoring and control of web traffic.
The business opportunities in this new digital ecosystem are infinite, and just by having
new users learning to use online tools and companies that are forced to look for
alternatives to traditional advertising, this opens a huge door for marketing agencies.
CONCLUSIONS
Traditional marketing has lost the ability to surprise the consumer so that, as consumers,
they have become accustomed to being sold things in a different way and we like it
better. This would be the main reason why there has had to be a change in marketing,
having to focus much more on the customer and his emotions when making a decision
about a product or brand, since what is important for him is the experience offered by
what he consumes. Hence the birth of experiential marketing, which as I have been
talking about in previous posts, is a sales strategy that is based on an added value that
involves a transformation of a product into an experience to provide security and
confidence to the customer at the time of purchase, we only give quality, but it creates
an atmosphere of reliability.
Use as an essential tool the social networks and platforms that offer the products and
services that the company has, these are the important elements to have a direct impact
on the purchase decision of potential customers, in addition to this we seek to interact
with customers.
The evolution of marketing from the industrial revolution and its focus on the product
and mass production to today's marketing - where the priority is the consumer, his or
her needs and the various technological trends - has had a direct impact on the
generation of a type of customer that this document has called Customer 2.0. This is
characterized by its interconnectivity, its capacity for opinion and criteria, its availability
to know products, brands and people, as well as to disseminate, mobilize and co-create.
Digital marketing has a wide range of tools and not all of them are suitable for all sectors
and companies. The basis of success is the combination of traditional tools with the new
online ones, developing an e-marketing plan tailored to the specific needs and
characteristics of the company.
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Many of the tools used in e-marketing refer to digital advertising, but there are tools
that meet the needs of the integrated marketing process which should be used for the
development of digital marketing strategies. However, when covering the tools that give
direct benefits to digital marketing should not only mention those that provide
advertising benefits, but more broadly should refer to digital tools that meet the needs
of the integrated marketing process.
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