Innovation projects applied to digital communication

Authors

Kléber Renato Romero Quiroga
Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador
https://orcid.org/0000-0001-9632-9318
Diana Carolina Vásquez Niama
Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador
https://orcid.org/0000-0001-8854-2290

Synopsis

This chapter analyzes the conceptual, methodological, and operational foundations of innovation projects applied to digital communication, with the aim of offering useful resources for their planning, execution, and evaluation in institutional and social contexts. It proposes a methodological roadmap based on academic and regulatory sources, including the logical framework, stakeholder analysis, problem and objective trees, and the phases of planning, execution, monitoring, evaluation, and closure. The adopted methodology draws from both academic and normative foundations. The results demonstrate the relevance of innovation projects in digital communication for promoting institutional change. The chapter also highlights the importance of digital tools such as automation, big data, and artificial intelligence, which enhance productivity, generate value, and provide accessible solutions for users. It argues that these initiatives should be planned with consideration for technological, financial, and social feasibility, and should prioritize strengthening communication with the target audience. The chapter concludes that rigorous planning, results-oriented management, and continuous evaluation are key components that ensure the sustainability and success of communication innovation projects.

Author Biographies

Kléber Renato Romero Quiroga, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Kléber Renato Romero Quiroga holds a Bachelor's degree in Social Communication, a Master's degree in Corporate Communication, and a Corporate Image Specialist from the Autonomous University of Los Andes, Ecuador. He works as a university professor and researcher on communication theory, communication, and culture. He has published works such as: Reflections on Communication, Traditional Games: A Construction of Memory, Identity, Culture, and Symbolism, and Elements of the Construction of Interculturality in the Flores Parish. He also collaborates as an external reviewer for the Communication Council's Enfoque Magazine.

Diana Carolina Vásquez Niama, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Diana Carolina Vásquez Niama holds a Bachelor's degree in Social Communication and a Master's degree in Communication from the Peninsula State University of Santa Elena, Ecuador. She works as a university professor and researcher on communication, culture and interculturality, and corporate communication. She has published works such as: The Positioning of the Image of Baltazar Ushca and Its Impact on the Historical Memory of the Maldonado Parish; Convergences of Journalistic Ethics in the Professional Practice of Communicators; The Relationship Between Corporate Communication and Corporate Image; and New Linguistic Codes in Youth Communication Behavior. She also collaborates as an external evaluator for other universities in the field of communications.

Published

September 1, 2025

Online ISSN

3103-117X

How to Cite

Innovation projects applied to digital communication. (2025). In Innovation, Technology, and Methods in Digital Communication: Vol. V1(2). Editorial Unión Científica. https://doi.org/10.63804/mtc.1.2.2