Marketing digital multimedia: nuevos formatos y tendencias

    Research output: Contribution to journalArticlepeer-review


    In a moment of enormous changes and technological novelties, it is necessary to understand how ma-rketing is being transformed as a result of the diffusion of digital technologies, especially the design of marketing strategies for interactive on-line media.In addition, the characteristics and principles of on-line advertising campaigns and multimedia adver-tising production for interactive media are analyzed, for instance advergaming.The objective of the study is to understand the evolution and the characteristics of on-line brands and to discover the characteristics and the potential of viral marketing as well as other new forms of colla-borative communication such as social networks
    Original languageSpanish
    Pages (from-to)37-45
    Number of pages8
    JournalRevista GEMInIS
    Issue number2
    Publication statusPublished - 2011


    • multimedia
    • digital marketing
    • mobile marketing
    • online marketing
    • viral marketing

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