Perspectivas futuras del marketing. Análisis y posibilidades para el mercado guayaquileño

Abstract

The incursion of new technologies in the business environment presents to the organizations the possibility of creating new channels of communication that allow a bidirectional interaction with the client. The present study aimed to analyze new perspectives of marketing using technologies such as the internet of things, big data and high-speed internet, for which it is necessary to determine if the market has the basic elements for the implementation of new strategies of Marketing that employ emerging technologies. For this purpose, the Delphi method was used and research tools such as observation, interviews with experts, and surveys of a sample of the Guayaquil population were used to identify the habits of the clients in relation to e-commerce transactions. The analysis shows that future marketing prospects will enable companies of new communication channels to be employed with personalized content for each specific segment of customers, and in turn to obtain information from their customers in real time for the design Of personalized products and services.