Estrategias de marketing político digital implementadas en la campaña de Guillermo Lasso para las elecciones presidenciales 2021.

Abstract

The objective of this research was focused on analyzing the digital political platforms and establishing the strategic roles of candidate Guillermo Lasso, through an exploratory study with a qualitative approach, based on the MERCO and AIDA technique, for the strategic identification of digital political marketing implemented in the 2021 presidential elections; Thus, the investment applied in digital advertising is $ 39,000 per month, especially on Facebook, a platform which represents 59% of its total followers, followed by Twitter with 35% and Instagram 6%; Indeed, communication efforts based on the AIDA technique focused on the promise called "The Government of Change" as a message that generates attention and interest, in addition, the communication of the government plan with positive changes in the economic axes, education, health and safety to provoke the desire to believe in him and his proposal, thus having greater supporters who contribute to the action of voting in favor of his political candidacy.