Automatización pilar de innovación del marketing de contenidos en empresas de servicio

Abstract

This research analyzes the automation of content marketing as a content innovation tool in organizations, so that it is possible to promote and use the digital field to maintain competitiveness in the market. The objective of this research was to determine the degree of influence and adoption of content marketing automation in the Public Service Companies of the city of Ambato. It is for this reason that this research work is relevant, just as companies when choosing to migrate to digital spaces should consider the implementation of automated tools that benefit and facilitate the content marketing processes of organizations. For this reason, a construct was developed with the characteristics of automation that guarantees its application intention. The main result obtained was that the content generation tools do positively influence customer acquisition, generate greater web traffic and enhance the image and organizational culture. In this way, the proposal resulting from the research allowed to denote that, a) automation provides productive benefits to organizations that apply it correctly, considering the context and approach of technology adoption and b) automation has advantages that allow to improve the processes of content and organizational marketing