Marketing strategies for monetisation of content creators on digital platforms [Estrategias de marketing para monetización de creadores de contenido en plataformas digitales]
DOI:
https://doi.org/10.62574/rmpi.v6iespecial.482Keywords:
advertising, social media, marketingAbstract
The article analyses the role of digital marketing in the economy of content creators and its impact on monetisation through digital platforms. The objective of the research was to explore the most effective marketing strategies for content creators to generate income through digital platforms, contributing to the strengthening of the Ecuadorian creative ecosystem. A mixed methodology was used, combining surveys of 92 content consumers with a review of the literature. The results reveal a direct relationship between digital marketing strategies and revenue generation, showing that the authenticity and emotional interaction of creators significantly influence purchasing decisions. This confirms that digital platforms are a real source of economic independence. Digital marketing is an essential factor in professionalising creators and consolidating a sustainable and participatory digital economy.
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