Resumen

BRAVO-TORRES, Diego  y  HINOJOSA-BECERRA, Mónica. Evolution of digital marketing: case of the ecuadorian brand Forestea. Universitas [online]. 2021, n.35, pp.61-81. ISSN 1390-8634.  https://doi.org/10.17163/uni.n35.2021.03.

The digital marketing strategies of the Forestea brand were analyzed on the Facebook social network in order to establish whether there is an evolution in the digital development of the brand. Forestea launched its brand on Facebook in 2013 as a strategy to diversify its consumers. The products were analyzed including: composition, color factors, typography, message, content and form of diffusion. Followers’ interaction with their Facebook web page was observed. The data obtained were systematized in observation files. This made it possible to determine the tools and resources that Forestea has used to strengthen its digital marketing through Facebook. The products published on the social network were counted, the months of January, June and December from the years 2013 to 2018; Due to the fact that the sales of the product have an increase of 45 % in the national and international market in the month of January. In December it falls by 50 % and in June they remain balanced. The stored data were summarized in tables per year, with a total of 24 observation files throughout the investigation. Since 2013, the brand’s digital marketing has evolved by changing colors, typography and the way images are presented on the social network. But they still need to strengthen the credibility of the followers and retain them to the brand.

Palabras clave : Communication; marketing; Facebook; Forestea; brand; digital; Internet; loyalty..

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