Emerging trends in digital marketing for e-commerce in 2024
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Abstract
Este artículo examina las tendencias emergentes en marketing digital y su impacto en el comercio electrónico para el año 2024. A través de un enfoque mixto que combina análisis cuantitativo y cualitativo, se investigaron tecnologías como la realidad aumentada (AR), la realidad virtual (VR), el blockchain, la inteligencia artificial (IA), la búsqueda por voz y la personalización avanzada. El análisis cuantitativo se basó en datos de 50 empresas de comercio electrónico, mientras que el análisis cualitativo se realizó mediante entrevistas en profundidad con directores de marketing y tecnología de 10 empresas seleccionadas.
Los resultados indican que la implementación de AR y VR mejora significativamente la experiencia del cliente y las tasas de conversión, aunque enfrenta desafíos técnicos y de usabilidad. La tecnología blockchain aumenta la transparencia y seguridad de las transacciones, reduciendo el fraude, pero presenta barreras en términos de complejidad técnica y costos. La IA permite una personalización avanzada, mejorando la relevancia del contenido y las ventas, aunque genera preocupaciones sobre la privacidad de los datos. La optimización para búsqueda por voz mejora la eficiencia del servicio al cliente, facilitando interacciones más rápidas y naturales, aunque la integración con sistemas existentes puede ser compleja. Finalmente, la personalización avanzada es crucial para la fidelización del cliente, proporcionando experiencias de compra personalizadas y satisfactorias, aunque requiere una infraestructura tecnológica robusta.
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Nelson Esteban Salgado-Reyes , Universidad Central del Ecuador - Ecuador
https://orcid.org/0000-0001-8908-7613
Nelson Salgado R. is a senior researcher at the University Institute of Japan and the Central University of Ecuador. I have a PhD in Communication Technologies (ICT) from the University of Extremadura with more than 25 years of experience in scientific research. My work focuses on business intelligence, having published more than 50 articles in high impact international journals.
Mario Gabriel León-Torres , Universidad Central del Ecuador - Ecuador
https://orcid.org/0000-0002-4471-8589
Mario Gabriel León Torres is a researcher and the Director of the Civil Engineering Program at the Faculty of Engineering and Applied Sciences at the Central University of Ecuador (UCE). He holds a degree in Civil Engineering and a Master's in Engineering Sciences from UCE, with over 20 years of professional experience in the field of road infrastructure at the national level, focusing on both technical and administrative aspects. In addition, he has more than 15 years of experience in university teaching, actively contributing to the education of new professionals. He has published articles in high-impact international journals and authored third-level academic texts.
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