Análisis y medición del impacto de las campañas digitales para la presentación de la oferta académica universitaria: Caso UTPL-Ecuador

It is evident that in Ecuador, the Internet is evolving, to huge steps; minute by minute is increasing the amount of pages, social Web and networks, as well as the population that participates in them. Therefore, the application of innovating strategies of marketing and publicity is interesting and necessary to the organizations to gain competitiveness. Most visited Web sites in Ecuador 30% of these sites are search engines as google.com.ec, another 30% in social networks featuring Facebook, who has more than 70% of users; and the service of microblogging Twitter grows at a rate of 20 per cent per month in the country. 10% Corresponds to services and information products; 10% daily and news online; 10% Blogs and the balance are banks and specialized portals services. The UTPL is pioneer in Ecuador in using information technologies, to benefit the education and the first in comprehensive campaigns for the presentation of its academic offerings. As part of a comprehensive communication strategy the UTPL pretends, in each of its digital campaigns, to innovate the positioning in the minds of their students and reach a high percentage of prospective students in a given time.