Inclusive marketing to represent diverse audiences in digital campaigns for higher education in Quito [Marketing inclusivo para representar audiencias diversas en campañas digitales de la educación superior en Quito]

Abstract

The research analyses how inclusive marketing strategies can increase the effectiveness of digital campaigns in higher education, promoting equity and diversity. The aim is to study how these strategies strengthen connections with diverse audiences and consolidate more cohesive and socially committed academic communities. Ninety-two surveys were conducted with participants of different ages and social backgrounds, evaluating their perceptions of digital educational campaigns and inclusive marketing. The results show a positive assessment of both strategies, with the majority of respondents familiar with inclusive practices and willing to recommend institutions that apply them. There is evidence of a positive relationship between inclusive campaigns and marketing strategies, as well as the importance of representing diversity for institutional perception. Inclusive marketing is establishing itself as a strategic tool that improves reputation, generates empathy, and strengthens institutional identity.