Digital marketing ecosystem in Peru and Chile: a comparative analysis of digital, commercial, and market capabilities
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Abstract
Digital transformation has reshaped marketing processes, highlighting the need to understand the structural factors that foster the development of digital marketing ecosystems. This study aimed to compare the digital marketing ecosystems of Peru and Chile through the application of the Multidimensional Digital Marketing Ecosystem Framework (MMEMD) to identify strengths, gaps, and differences in their digital, commercial, and market capabilities. A quantitative, descriptive-comparative, cross-sectional, non-experimental research design was employed using secondary indicators obtained from international organizations, including the ITU, World Bank, Global Findex, UNCTAD, ECLAC, and WIPO. The analysis was structured around three pillars and eight dimensions: connectivity, digital adoption, financial inclusion, digital payments, e-commerce, digital security, innovation, and market sophistication. The findings revealed a consistent advantage for Chile across all evaluated dimensions, with the largest gaps observed in household connectivity, e-commerce, digital payments, and secure digital infrastructure. In contrast, market sophistication showed the smallest difference between the two countries. The study concludes that the differences between Peru and Chile extend beyond Internet access and are primarily associated with the ability to transform connectivity into financial inclusion, digital transactions, innovation, and value creation. These findings support the usefulness of the MMEMD as an analytical framework for assessing national digital marketing ecosystems.
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