Emergence, development and evolution of Digital Marketing in Chile

This research has addressed the emergence of digital marketing in the Chilean advertising scene. The study addresses the strengths and weaknesses of its use, evaluating the state of digital work in national agencies. At the same time, it describes the importance of digital tools in establishing a more direct and vertical communication with clients. After analysing the data, it is concluded that the growth of digital marketing will manage to position itself in the work of advertisers without generating a break or autonomy from traditional tools.