Marketing digital como eje de ayuda para disminuir la contaminación visual provocada por los anuncios políticos en la ciudad de Ambato

Abstract

The city of Ambato, like other cities in the country, has been affected by the visual pollution caused by political advertisements during electoral times. The reason why the use of digital marketing is promoted is to reduce the number of posters and billboards on the streets of the city. Prioritizing the equitable use of print and digital media based on inbound marketing that is less invasive. This project was carried out with a mixed approach which allows knowing statistical data on the opinion of citizens and important legislative data that support the research hypothesis. Being data of great importance supported the investigation, such as the time allowed for the campaign, 45 days, and the time limit to withdraw it, 72 hours. The results show that the advertisements do affect the aesthetics of the city and that citizens are expecting a change in the way political parties handle these campaigns. However, it was found that Ecuador is not ready for a completely digital electoral contest, due to the groups that have not yet taken hold of technology, but it is a proposal that will be well received in the future.