Abstract
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 language | Spanish |
|---|---|
| Pages (from-to) | 37-45 |
| Number of pages | 8 |
| Journal | Revista GEMInIS |
| Volume | 2 |
| Issue number | 2 |
| Publication status | Published - 2011 |
Keywords
- multimedia
- digital marketing
- mobile marketing
- online marketing
- viral marketing