Dispositivos móviles: una herramienta imprescindible en las promociones comerciales

David Roman Coy, Patricia Margarida Coelho, Irene Garcia Medina

    Research output: Contribution to journal › Article

    Abstract

    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.
    Original languageEnglish
    JournalAGON
    Issue number5
    Publication statusPublished - 2015

    Fingerprint

    Mobile devices
    Mobile phone
    Theoretical framework
    In-depth interviews
    Leisure time
    Communication channels
    Factors

    Keywords

    • mobile promotion
    • sales promotion
    • mobile devices
    • mobile advertising
    • mobile marketing

    Cite this

    Coy, David Roman ; Coelho, Patricia Margarida ; Garcia Medina, Irene. / Dispositivos móviles : una herramienta imprescindible en las promociones comerciales. In: AGON. 2015 ; No. 5.
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    abstract = "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.",
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    Coy, DR, Coelho, PM & Garcia Medina, I 2015, 'Dispositivos móviles: una herramienta imprescindible en las promociones comerciales', AGON, no. 5.

    Dispositivos móviles : una herramienta imprescindible en las promociones comerciales. / Coy, David Roman; Coelho, Patricia Margarida; Garcia Medina, Irene.

    In: AGON, No. 5, 2015.

    Research output: Contribution to journal › Article

    TY - JOUR

    T1 - Dispositivos móviles

    T2 - una herramienta imprescindible en las promociones comerciales

    AU - Coy, David Roman

    AU - Coelho, Patricia Margarida

    AU - Garcia Medina, Irene

    PY - 2015

    Y1 - 2015

    N2 - 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.

    AB - 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.

    KW - mobile promotion

    KW - sales promotion

    KW - mobile devices

    KW - mobile advertising

    KW - mobile marketing

    M3 - Article

    IS - 5

    ER -

    Coy DR, Coelho PM, Garcia Medina I. Dispositivos móviles: una herramienta imprescindible en las promociones comerciales. AGON. 2015;(5).