Nuevas vías para la comunicación empresarial: publicidad en el móvil

Feijóo-González, Claudio; Gómez-Barroso, José-Luis; Martínez-Martínez, Inmaculada J.

doi:10.3145/epi.2010.mar.04

Cited by 13 publications

(6 citation statements)

References 16 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Advertising is a field that is in a state of constant transformation and forever struggling to adapt to social and technological changes in its environment [18]. The digital change has been driving transformations to the logic underpinning advertising as a discipline, as pointed out by Feijóo González, Gómez Barroso and Martínez-Martínez [8]. In an environment marked by proliferation of virtual communication channels and an equally considerable capacity for segmentation, the challenge before marketers' spreads across three dominant variables: price, scale, and efficiency.…”

Section: Big Data and Advertisingmentioning

confidence: 99%

“…Martínez-Martínez, Aguado and Boeykens [12] hold the view that the process of programmatic advertising begins when a user connects to a specific website, has an active app, or has her/his location activated on the mobile phone. Where one of these three circumstances is satisfied, there is an exchange of information, voluntary or involuntary, between advertisers and users.…”

Section: Big Data and Advertisingmentioning

confidence: 99%

“…Source: [12] While programmatic advertising is very well established in markets like the US, it is still playing catch-up in countries like Spain, for instance. In 2015, purchase of programmatic advertising in the US exceeded 10,000 million dollars versus 9,400 million dollars in conventional advertising [13];Meanwhile in Spain, in 2016, out of a total of 259.6 million euros of advertising investment in digital formats and/or digital media, programmatic purchases attracted only 36.9 million euros [3].…”

Section: Fig 1 Programmatic Advertising Ecosystemmentioning

confidence: 99%

See 2 more Smart Citations

How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

Jiménez-Marín

Sanz‐Marcos

Medina

et al. 2020

Int. J. Interact. Mob. Technol.

View full text Add to dashboard Cite

<p class="0abstract"><strong>—</strong> In these days of online commerce, we need to know the real behavior of consumers in physical stores: the points of sale must anticipate the purchasing decisions of consumers in order to be able to offer the best buying experience as well as tailor the marketing variables to the specific needs of each consumer. This is where retail intelligence emerges, especially in the textile industry, as a potential technology that makes use of extremely large data sets (“big data”) to engage potential customers better in order to increase company sales. The objective of this study is to show how big data can be effectively leveraged for direct and clear commercial purposes in textile stores. The development of research is based on the analysis of the application of systematic observation of consumer behavior in three main streets in Spain known for textile retail stores and interpreting their differences. The results show that data collected through various point-of-sale devices have a significant influence on retail revenue. The differences between commercial areas and the relative attractiveness of the textile trade in different cities are also borne out by the results. The main conclusions point to the need to improve the profitability of textile fashion stores on the back of promotional tactics that focus on the number of estimated customers and the possibilities of selling to them. All of the aforesaid have a significant influence on how advertising planning is carried out for retail stores.</p>

show abstract

Section: Big Data and Advertisingmentioning

confidence: 99%

Section: Big Data and Advertisingmentioning

confidence: 99%

Section: Fig 1 Programmatic Advertising Ecosystemmentioning

confidence: 99%

See 1 more Smart Citation

How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

Jiménez-Marín

Sanz‐Marcos

Medina

et al. 2020

Int. J. Interact. Mob. Technol.

View full text Add to dashboard Cite

show abstract

“…Hence, it is forecast that the final incorporation of these devices will also benefit the development of digital advertising. However, as stated by Feijóo-González et al in 2010: Mobile advertising is in an incipient state of evolution and has received little interest from companies who will not fully back a platform that they don't fully understand. But it is possibly only a matter of time.…”

Section: Digital Advertising and Mobile Devicesmentioning

confidence: 99%

A new challenge for advertising on mobile devices: Social TV

Quintas-Froufe

González-Neira

2015

icono14

View full text Add to dashboard Cite

Mobile device advertising is a rapidly growing market due to the penetration of mobile devices in Spanish society. Advertising communication in this digital ecosystem continually poses new challenges. One of these - the subject of this proposal - is the link-up between mobile advertising with social TV. It opens up new possibilities for the development of advertising strategies on mobile devices.The aim of this paper is to describe the challenges faced by the Spanish advertising industry with the recent introduction of Social TV. Spain has one of the most developed Social TV sectors in Europe. It will provide a global overview of this new reality and uncover the new possibilities and main challenges for the development of advertising strategies for mobile devices. To this end we propose an examination of the perception of two of Spain’s major broadcasting empires, Atresmedia and Mediaset España, of this phenomenon.

show abstract

“…En este sentido, basándose en una metodología cualitativa de los focus group, se ha concluido que "las mujeres prefieren asegurar las funcionalidades básicas, la practicidad y el diseño, centrando sus usos en acciones comunicativas personales y cercanas" (Martínez, Aguado y Tortajada, 2009, p. 30). b) Otra de las líneas temáticas generadoras de interés desde las Ciencias de la Comunicación ha sido la vinculada a la comunicación corporativa y también al marketing; por lo tanto, desde una óptica de potencialidades de uso de la nueva tecnología al servicio de la estrategia empresarial o comercial, acuñando una nueva terminología derivada del uso de dispositivos móviles como soporte para acciones con dicha finalidad, la del "marketing móvil" (Feijoo González et al, 2010;Cano, 2006;De Bernardo González et al, 2007). c) Desde el ámbito periodístico, la movilidad de la información y el uso de los dispositivos para informarse también ha sido objeto de interés.…”

Section: Análisis Y Discusiónunclassified

Estado del arte de la comunicación móvil en España. Aportaciones realizadas y retos de futuro

Sánchez

2012

View full text Add to dashboard Cite

La comunicación móvil se está convirtiendo en una nueva necesidad comunicativa de la Sociedad de la Información. El año 2010 se ha convertido en un año de referencia en nuestro país, tanto por el incremento en las ventas de dispositivos móviles, como por la creación de sistemas operativos y el éxito de las aplicaciones para dichas plataformas. En el presente artículo, nos preguntamos cómo se está abordando este fenómeno desde las Ciencias de la Comunicación: desde qué perspectivas, con qué objetivos y con qué resultados. Lo que se pretende es establecer un estado del arte de la investigación sobre comunicación y dispositivos móviles en España para poder definir nuevas líneas de acercamiento a este fenómeno que se ha convertido en un nuevo ámbito de estudio de creciente interés.

show abstract

Nuevas vías para la comunicación empresarial: publicidad en el móvil

Cited by 13 publications

References 16 publications

How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

How Big Data Collected Via Point of Sale Devices in Textile Stores in Spain Resulted in Effective Online Advertising Targeting

A new challenge for advertising on mobile devices: Social TV

Estado del arte de la comunicación móvil en España. Aportaciones realizadas y retos de futuro

Contact Info

Product

Resources

About