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A importância da evolução do mobile advertising em função do desenvolvimento tecnológico
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Abstract(s)
Vivemos numa sociedade cada vez mais global, digital e dependente das novas tecnologias, que nos permitem estar conectados em qualquer parte do mundo. As marcas perceberam esta tendência e sentiram a necessidade de comunicar e acompanhar esta nova realidade. O mobile advertising é por isso um novo conceito que permite comunicar com um elevado número de pessoas, com a comunicação certa, no momento certo.
O principal objetivo desta dissertação consiste em perceber as vantagens e importância da evolução do mobile advertising em função do desenvolvimento tecnológico para os profissionais do marketing e publicidade. Perceber qual a ferramenta mais impactante, qual a influência dos avanços tecnológicos nos smartphones, a eficácia das campanhas mobile advertising, o relacionamento entre marca e consumidor, a interatividade entre marca e consumidor e ainda a importância do Permission Marketing.
Seguindo a técnica do método Delphi, foram entrevistados profissionais das áreas de marketing e publicidade. Através dos resultados obtidos verificou-se que a evolução mobile surge com o desenvolvimento tecnológico, trazendo alguns aspectos positivos, como a definição de novas estratégias de media, uma maior interação e proximidade entre marcas e consumidores, assim como a importância do mobile advertising em campanhas de comunicações das marcas. Ficou comprovada que evolução de mobile advertising é influenciada pelo desenvolvimento tecnológico.
We live in a society that’s more and more global every day, digital and dependent from new tecnologies that allow us to be conected in every part of the world. The trademarks understood this new trends and felt the need to communicate and to join this new reality. The mobile advertising is therefore a new concept that allows to communicate with a higher number of people, with the right communication in the right moment. The main focus of this thesis is to understand the benefits and the importance of the mobile advertising evolution according to the tecnologic development to the marketing and publicity profissionals. To understand wich is the most impressive instrument, what’s the influence of the tecnological advances in smartphones, the effectiveness of the mobile advertising campaigns, the relationship between trademarks and the consumer, as well as the interactivity between trademarks and the consumer and the importance of Permission Marketing. Following the Delphi’s method, profissionals from areas like marketing and publicity were interviewed. Trough the results it was found that the mobile evolution comes with tecnologic development, bringing some positive aspects, like the definition of new media strategies, a higher interaction and proximity between trademarks and consumers, as well as the importance of mobile advertising in the trademarks communiation campaigns. Therefore, it has been proved that the mobile advertising evolution is affected by the tecnologic development.
We live in a society that’s more and more global every day, digital and dependent from new tecnologies that allow us to be conected in every part of the world. The trademarks understood this new trends and felt the need to communicate and to join this new reality. The mobile advertising is therefore a new concept that allows to communicate with a higher number of people, with the right communication in the right moment. The main focus of this thesis is to understand the benefits and the importance of the mobile advertising evolution according to the tecnologic development to the marketing and publicity profissionals. To understand wich is the most impressive instrument, what’s the influence of the tecnological advances in smartphones, the effectiveness of the mobile advertising campaigns, the relationship between trademarks and the consumer, as well as the interactivity between trademarks and the consumer and the importance of Permission Marketing. Following the Delphi’s method, profissionals from areas like marketing and publicity were interviewed. Trough the results it was found that the mobile evolution comes with tecnologic development, bringing some positive aspects, like the definition of new media strategies, a higher interaction and proximity between trademarks and consumers, as well as the importance of mobile advertising in the trademarks communiation campaigns. Therefore, it has been proved that the mobile advertising evolution is affected by the tecnologic development.
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Keywords
Mobile advertising Marketing Publicidade Desenvolvimento Tecnológico Permission Marketing