Bibliographic review on the evolution of marketing communication: challenges and opportunities for entrepreneurial ventures in an Ecuadorian city

Abstract

The evolution of marketing communication has significantly transformed the way entrepreneurial ventures interact with their markets. The aim of this study was to analyze, from a theoretical perspective, the main changes, challenges, and opportunities associated with this evolution in a local Ecuadorian context. The research adopted a qualitative, descriptive–interpretative approach based on a bibliographic review of scientific articles indexed in the SciELO and Redalyc repositories, published between 2018 and 2024. Content analysis allowed the identification of recurring trends related to the strengthening of digital marketing, the use of digital platforms, and bidirectional communication with consumers. The results show that the adoption of digital strategies contributes to improved brand positioning and entrepreneurial competitiveness, although limitations related to training, technological access, and strategic planning persist. It is concluded that digital marketing communication represents a key strategic axis for the sustainable development of entrepreneurial ventures.