Estrategias de marketing digital para la generación de contenido disruptivo en Lóbulo agencia.

Abstract

This research focuses on the process of generating disruptive content through digital marketing strategies for the Lóbulo agency. Its main objective was to develop effective digital marketing strategies that allow Lóbulo to generate innovative and relevant content, seeking to increase emotional connection and interaction with its consumers. This would strengthen the agency's presence in the market and contribute to positioning it as a leader in the creation of impactful and authentic advertising experiences. To achieve these objectives, a mixed methodological design was adopted, employing both qualitative and quantitative approaches. Analytical, descriptive, historical, and inductive methods were used, which allowed for an in-depth analysis of Lóbulo's current digital marketing strategies, contextualizing them within the evolution of the sector, and deriving new perspectives and recommendations from the collected data. Survey and interview techniques were key to the data collection process. A survey was conducted with 56 companies in the Manta canton of Ecuador, and an interview was conducted with the agency's general manager to gain a comprehensive view of barriers, opinions on innovative content, and levels of investment in digital marketing.