Perspectivas de los CEO de las agencias de comunicación y marketing sobre el CommTech

Karen Cesibel Valdiviezo Abad; Jenny Yaguache Quichimbo; María Belén Erique Riofrío

doi:10.31637/epsir-2025-381

Authors

Karen Cesibel Valdiviezo Abad Universidad Técnica Particular de Loja https://orcid.org/0000-0003-4816-4752
Jenny Yaguache Quichimbo Universidad Técnica Particular de Loja https://orcid.org/0000-0002-5489-4228
María Belén Erique Riofrío Universidad Técnica Particular de Loja

DOI:

https://doi.org/10.31637/epsir-2025-381

Keywords:

CommTech, communication, Communication and Marketing Agencies, audiences, CEO of communication and marketing agency, communication manager, organization, communication technologies

Abstract

Introduction: Technological advances in the field of communication are increasingly on the rise, and organizations are trying to keep up, despite the significant challenges this entails. These efforts are necessary to enable faster communication with the public and, more importantly, to achieve more efficient organizations. This is where CommTech comes into play, representing the digitalization of communication and marketing through the use of current technology. Methodology: This study, through a qualitative methodology and the research instrument of semi-structured interviews, presents the perspective of 5 CEOs from different communication and marketing agencies in Ecuador. Discussion: Technological implementations are fundamental in the areas of communication. However, within organizations, weaknesses and/or communication and technological needs are identified to improve communication management. Conclusion: As a result, it is evident that technologies are resources that enhance communication with the public, create a differential value among competitors, emphasize the importance of adaptability to change within organizations, and promote continuous knowledge updating.

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Author Biographies

Karen Cesibel Valdiviezo Abad, Universidad Técnica Particular de Loja

Ph.D. in Contemporary Communication and Information with International Mention with the qualification of Outstanding Cum Laude, from the University of Santiago de Compostela - Spain. Master in Communication Research at the University of Navarra - Spain. Degree in Social Communication from the Universidad Técnica Particular de Loja-Ecuador. She is a professor at the Universidad Técnica Particular de Loja, Department of Communication Sciences at undergraduate and graduate levels. Member of the Association of Researchers in Public Relations (AIRP). Member of the Strategic Communication research group. Researcher of several academic and informative publications in indexed journals, books, reports and papers in various national and international events.

Jenny Yaguache Quichimbo, Universidad Técnica Particular de Loja

Ph.D. in Communication and Journalism with the qualification of “Sobresaliente cum laude”, by the University of Santiago de Compostela. Diploma in Print Media Editor. Certified Public Accountant. Professor of graduate and postgraduate courses at the Department of Communication Sciences of the Universidad Técnica Particular de Loja. She coordinates the Master's Degree in Strategic Communication, mention in Digital Communication. She has several publications in indexed journals, books and papers in various international conferences. In addition, he is part of international research as the “Latin-American Communication Monitor” the largest longitudinal study on the profession and management in strategic communication and public relations worldwide along with the European Communication Monitor; the Asia-Pacific Communication Monitor and the North American Communication Monitor.

María Belén Erique Riofrío, Universidad Técnica Particular de Loja

Alumni of the Communication career of the Universidad Técnica Particular de Loja and professional in free practice.

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