Digital marketing has become a necessary and effective tool in companies, due to new implementations and technological transformations. The objective of this research is to analyze digital marketing as a tool in the work performance of the Ecuadorian environment through a case study carried out on graduates of the University of Guayaquil. A quantitative methodology was applied, with a random sample of 376 graduates located in various companies in the city of Guayaquil. Among the results it is evident that the use of digital marketing is fundamental in the good job performance of graduates, most of the companies where they work use online platforms, promote the products or services of the company, interact with databases of clients, and work with their own website. Knowledge of digital marketing tools and technologies makes professionals more competitive and achieve better loyalty and connection with business customers.