Rafael Correa and the 2006 elections Marketing and digital political communication in Ecuador

This work aims to deal with the changes that have occurred in the Ecuadorian Political Marketing since the adoption of new technology tools as a strategy concerning the 2006 electoral campaign. In this context, the article analyzes the specific case of one candidate, Rafael Correa Delgado, as well as the digital strategies used in his political campaign. With the analysis of the channels that have been employed, one can know the level of importance that they gave to these alternative ways of promotion. lt is interesting to note that the incursion of the candidate into digital space radically transformed the way politics works in Ecuador, and set the tone for the now President's performing as well as his strong interest in developing an environment of Digital Government at the service of the citizen.