Dispositivos móviles: una herramienta imprescindible en las promociones comerciales

This research project aims to establish the theoretical framework of the literature concerning commercial promotions through mobile devices. The objective is to find out why companies increasingly use mobile devices to perform commercial promotions and if mobile devices are the best support for these promotions. The use of mobile devices in our daily life has grown exponentially in the last 15 years. This development has reached the culmination with the introduction in 2007 of Smartphones and Tablets, adding technologies of computers to the existing multifunctional mobile phones. This has changed the way we get information and how we communicate with each other, as well as the way we buy and how we spend our leisure time. Companies and organizations have a new channel with multiple commercial possibilities and are taking advantage of it. The objective of this research project is to analyse and understand this reality through the academic and professional literature and a subsequent contrasting of the results obtained with an in depth interview with a company, who carry out promotions through mobile devices. The results of the investigation will clarify the reasons why commercial promotions are successful and it will show us what the most important factors are that make mobile devices extend and improve the way in which companies perform promotional activities, in contrast to other traditional communication channels.