Nuevas vías para la comunicación empresarial: publicidad en el móvil

• Autores: Claudio Feijoo González , José Luis Gómez Barroso , Inmaculada José Martínez Martínez
• Localización: El profesional de la información, ISSN-e 1699-2407, ISSN 1386-6710, Vol. 19, Nº 2, 2010 (Ejemplar dedicado a: Documentación en publicidad y comunicación empresarial), págs. 140-148
• Idioma: español
• DOI: 10.3145/epi.2010.mar.04
• Títulos paralelos:
  • New opportunities for business communication: mobile advertising
• Enlaces
  • Texto completo
• Dialnet Métricas: 12 Citas
• Resumen
  • español

    La comunicación empresarial en general y la publicidad en particular están necesitadas de estrategias más ajustadas y eficaces. Se presenta la publicidad en dispositivos móviles y se analizan sus rasgos diferenciales, basados en la información personal y de contexto que podría utilizarse. Se analiza su posible evolución a partir del estudio de los factores económicos, tecnológicos y sociales que la van a condicionar a corto y medio plazo.

  • English

    Business communication in general, and advertising in particular, is in need of more targeted and effective approaches. This article introduces mobile advertising and its differential features, including the role of contextual advertising and customized relationship with mobile devices. It analyses future potential, identifying essential economic, technological and social forces that will shape mobile advertising in the short and middle term.

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