The industrial engineering undergraduate program in our branch campus in Guayaquil held a webinar titled "Marketing and Digital Culture – Nestle" in order to present relevant information on how Nestle manages marketing and digital culture. 

The webinar was attended by students, professors, alumni and the community. The topics were: "Consumption in digital means vs traditional means", "Marketing goals vs. advertising goals", "Internet consumer behavior", and "PUSH: Advertising content for social networks", "How to develop an effective digital campaign", "Overview of consumption and media penetration in Ecuador ".

Experts in Digital Marketing: Sebastián Novera and Valeria Zárate, members of the multinational Nestlé, presented exact data on the consumption and behavior of the consumer in digital media, as well as their experience and the perspectives.

Before popular platforms such as Amazon, eBay, and Walmart positioned and expanded in the market, E-Commerce faced great technological, budgetary, socio-cultural and political barriers. Today, computer commerce platforms are the main source of income at the commercial level and it is estimated that it will become the largest retailer in the world in 2021, surpassing sales through retail commercial points such as supermarkets, chain stores and independent warehouses.

Novera stated that "to learn about the general vision of consumption and media penetration it is necessary to go a step back, first define what are the marketing objectives through the funnel (sales funnel) in order to know where we are and what we want to achieve", we must therefore consider the following:

• Recognition: ensure that people know that your business, your products or services exist.

• Consideration: guide the customer towards interest in your brand.

• Conversion: invite the customer to finish the purchase process.

• Loyalty: encourage people to buy more and promote the business.

As a strategy, the experts stated that, in order to unify Marketing objectives with advertising objectives, the segmentation algorithms offered by E-Commerce applications must be exploited so that it will be possible to have a greater reach of customers depending on the product or service that is being offered