Análisis perceptual de las técnicas emergentes en comunicaciónUn estudio empírico con implicaciones estratégicas

  1. Sánchez Herrera, Joaquín
  2. Pintado Blanco, Teresa
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Año de publicación: 2010

Número: 1

Páginas: 72-93

Tipo: Artículo

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Otras publicaciones en: aDResearch: Revista Internacional de Investigación en Comunicación

Resumen

En este trabajo empírico se analizan las percepciones asociadas a un conjunto relevante de nuevas técnicas de comunicación, que están adquiriendo una importancia cada vez mayor dentro de las estrategias de todo tipo de organizaciones. Entre ellas se encuentran la comunicación 360º, la comunicación viral, la comunicación móvil, el “engagement marketing” o la comunicación experiencial, aunque el abanico de técnicas estudiadas es mucho mayor. Para poder determinar las percepciones asociadas al conjunto de técnicas descrito, se realizó una investigación cualitativa que ayudó a definir los ítems más relevantes, y después se realizó una encuesta estructurada a una muestra de 237 directivos y mandos intermedios de marketing y comunicación, de diferentes sectores de actividad. Entre los resultados más destacables se encuentran la distinción clara entre las técnicas que tienen un sentido táctico y aquellas con un alcance más estratégico. Además, aparece cierta confusión entre algunas de las técnicas más novedosas, y se revela una clara preferencia hacia la comunicación sensorial y la comunicación experiencial, basada en su versatilidad y el sentido estratégico que se les asigna.

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