MARKETING AND TECHNOLOGY: MARKETING DISRUPTION AND BUYING CULTURE CHANGE

Abstract

The present investigation is oriented to identify the disruption of marketing and the change in the culture of purchase in Ecuador in the last three years, for this purpose an exploratory, descriptive - explanatory methodology was applied, the technique used was the survey of 1000 users ( clients) and 500 companies through purposeful sampling. The results determine a digital disruption of marketing interrelated with the rise of electronic commerce. Currently, 80% of the companies surveyed carry out digital marketing three years ago, this figure was (33%), 76% affirm that sales increased and 67% differ lower costs in reference to traditional marketing, the popular channels are networks Social media in free version (100%) and paid for advertising (50%), web pages (75%), email marketing (61%). Users reflect a change in the online shopping culture from 30% (three years ago) to 63% today, the type of purchase is for convenience (51%) and occasional (22%), the factors that influence the online purchase decision is prices and promotions (42%), convenience (27%).