Publication: Nuevas perspectivas de la publicidad en el teléfono móvil en su relación con las audiencias y la tecnología
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2011-04-19
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Universidad Complutense de Madrid, Servicio de Publicaciones
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Abstract
El desarrollo tecnológico es un motor de cambio que permite a los individuos disfrutar de avances que mejoran sus condiciones de vida. En las últimas dos décadas, la evolución experimentada en el ámbito de las comunicaciones inalámbricas ha dado origen al dispositivo tecnológico que más rápidamente ha sido adoptado por la sociedad: el teléfono móvil. Una herramienta con unas prestaciones que están redefiniendo las formas de la comunicación interpersonal y que, además, abre nuevas vías a la publicidad.
La comunicación persuasiva tiene en el dispositivo móvil un medio para desarrollar eficaces estrategias basadas en el potencial de las nuevas tecnologías. Es un medio interactivo, que ofrece una información muy detallada del usuario y, por tanto, puede proponer contenidos muy afines. Las campañas a través del teléfono móvil no son excesivamente intrusivas; incluso, piden permiso para desplegarse en la pantalla. Los nuevos terminales pueden recibir campañas vía Internet móvil y acceder a una amplia gama de servicios de ocio, información, juego, socialización, etc. que permiten disfrutar de experiencias de uso muy positivas.
Conocer los diferentes modos y contenidos publicitarios que se dan en el teléfono móvil es conocer las nuevas formas que adopta la publicidad en la era digital, marcada por las nuevas tecnologías.
Technological development is an engine of change that enables individuals to benefit from advances that improve their living conditions. In the last two decades, the evolution experienced in the field of the wireless communications has given origin to the technological device that most rapidly has been adopted by society: the mobile telephone. A tool with performance that is redefining the way of interpersonal communications and that opens new routes for advertising. Persuasive communication in the terminal mobile has a means to develop effective strategies based on the potential of new technologies. It is an interactive media that offers very detailed information of the user and therefore offers contents closely related to it. Campaigns through the mobile telephone are not so intrusive since they ask for permission to deploy on the screen. New terminals can receive campaigns via mobile internet and permit to enjoy a wide range of leisure services, information, games, socialization, etc. that allow to sense very positive experiences of use. Knowing the different ways and advertising contents that are given in the mobile telephone is learning about the new forms of advertising in the digital age, marked by the new technologies
Technological development is an engine of change that enables individuals to benefit from advances that improve their living conditions. In the last two decades, the evolution experienced in the field of the wireless communications has given origin to the technological device that most rapidly has been adopted by society: the mobile telephone. A tool with performance that is redefining the way of interpersonal communications and that opens new routes for advertising. Persuasive communication in the terminal mobile has a means to develop effective strategies based on the potential of new technologies. It is an interactive media that offers very detailed information of the user and therefore offers contents closely related to it. Campaigns through the mobile telephone are not so intrusive since they ask for permission to deploy on the screen. New terminals can receive campaigns via mobile internet and permit to enjoy a wide range of leisure services, information, games, socialization, etc. that allow to sense very positive experiences of use. Knowing the different ways and advertising contents that are given in the mobile telephone is learning about the new forms of advertising in the digital age, marked by the new technologies
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Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación y Publicidad II, leída el 09-12-2010