Factores determinantes en la eficacia del Viral Mobile Marketing

Abstract

ResumenEl presente trabajo tiene como objeto de estudio el análisis de los factores que son determinantes en la eficacia del Viral Mobile Marketing. Se abordan los efectos de la personalización en la captación de la atención en un entorno considerado privado, para lo que se consideran factores como la confianza en la red de contactos, la viralidad en nanonichos y el valor de la recomendación identificada. Se profundiza en los elementos que contribuyen a lograr la escalabilidad en la relación de las empresas con los usuarios a través de sus estrategias de marketing, con especial atención a la viralidad, multidireccionalidad, socialización e influencia del marketing relacional. Al tiempo que se estudian las variables de geolocalización que influyen en la omnipresencia de la marca. Todo ello permite observar una evolución de la comunicación one-toone a la comunicación one-to-world, donde el tráfico multidireccional a través de redes de contactos de emisores y receptores es determinante para provocar el efecto viral en la audiencia digital. Palabras clave: viralidad, movilidad, escalabilidad, geolocalización, ubicuidad. Determining factors in the effectiveness of Viral Mobile Marketing Abstract This objective of this study is to analyze the factors determining the effectiveness of Viral MobileMarketing. It deals with the effects of personalization on grabbing attention in an environment considered private, taking into account factors such as trust in the contact network, virality in nano-niches and the value of identifiable recommendation. The analysis delves into elements that contribute to achieving scalability in the relationship of companies with users through marketing strategies with special attention to virality, multi-directionality, socialization and the influence of relational marketing. At the same time, the geo-localization variables influencing in brand omnipresence are examined. All of the foregoing allows us to observe an evolution from one-to-one communication to one-to-world communication, where multidirectional traffic through contact network emitters and receivers is decisive in producing a viral effect on the digital audience.

La mensajería instantánea como fuente informativa en la comunicación organizacional: WhatsApp Business en México y España

“…En la revisión de la literatura académica se encuentran diferentes nomenclaturas para referirse a un mismo concepto: marketing móvil, mobile marketing, viral mobile marketing, advertising mobile, m-advertising, mobile mk, wireless advertising o wireless advertising messaging (Aguado & García, 2014;Haig, 2002;Kotler & Armstrong, 2006;Michael & Salter, 2006). Si partimos de la hipótesis de que:…”

Conceptual framework of viral marketing: a review of the literature of the last years

“…Nowadays with the help of new technological apps and its usage since 2014, Twitter has reached 500 million of messages, considering that 77% of them are cellphone messages, Facebook reached the first place with 70 % of participation on social networks, considering an amount of around 400 millions of users worldwide and 4.75 billion of messages shared a day. This percentage is compared with others medias sources, the 55 % of TV viewers, 37% radio listeners and 22% of newspapers readers (Aguado & García, 2015) The use of internet is added to the development of new technological tools, becoming a vital tool against barriers and distances, In addition, smartphones started to connect more people that were far way or those who wanted to establish a digital relationships. Social relationships were boosted and this shows social networks as an essential tool for viral marketing (Andrade, 2016).…”