COMUNICAÇÃO MERCADOLÓGICA EM CELULARES: um panorama do mobile marketing brasileiro

AUTOR(ES)
DATA DE PUBLICAÇÃO

2011

RESUMO

The main aim of this research is analyzing the marketing communication processes that use mobile phones as publicizing platform. The research intent is to know which mobile marketing practices has been carried out in Brazil and how developed contents for mobiles are used in business disclosure. The connected young consumers characteristics, drawing attention to their self-assurance to transit in new media, and companies forms to communicate with these consumers are part of the subject broached in this study. In depth interviews with professionals area were used as methodology for this qualitative research of exploratory character and the bibliography and documentary resources were served as basis for analysis of interviews. The research has identified that movable communication universe is fundamental to develop campaigns that provide experience with brands and offer relevant contents for consumers. Nevertheless, some technological hurdles do not allow at the moment that actions be expanded to all the Brazilian consumers who have a cellular phone.

ASSUNTO(S)

mobile marketing generación internet hipermedios comunicación mercadotécnica ciencias humanas marketing communication mobile marketing internet generation hypermedia

ACESSO AO ARTIGO

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