Del relato a la conversión: El poder del Storytelling en el marketing digital en Ecuador

Storytelling has become a key tool in digital marketing, capable of significantly influencing brand perception and the customer conversion process. This article aims to analyze the impact of storytelling in digital marketing strategies in Ecuador, a country with a growing adoption of digital technologies and social networks. A qualitative-descriptive approach is employed based on a review of recent literature and success stories of local brands. It discusses the essential components of storytelling, such as authenticity, consistency and the ability to generate emotions, and how these factors enhance connection with consumers and promote engagement. Key metrics for measuring the effectiveness of storytelling campaigns and their impact on the conversion funnel are also examined. The findings highlight that brands that integrate storytelling into their digital strategies achieve greater loyalty and differentiation in the market. Finally, a framework for the effective implementation of storytelling in Ecuadorian digital marketing is proposed, considering the cultural and technological particularities of the environment.