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

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

ISSN: 1889-7304

Argitalpen urtea: 2010

Zenbakia: 1

Orrialdeak: 72-93

Mota: Artikulua

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Beste argitalpen batzuk: aDResearch: Revista Internacional de Investigación en Comunicación

Laburpena

In this empirical work, perceptions associated to a relevant set of new techniques, which are gaining greater importance in strategies used by all kinds of organizations, are analyzed. Among these, 360º communication, viral communication, mobile communication, engagement marketing, or experiential communication can be found, although the range is much larger. In order to determine the perceptions associated to the set of techniques described, qualitative research was carried out which helped to identify the most relevant items. Afterwards, a survey with a sampling of 237 marketing and communication executives and mid-level managers from different sectors was done. Among the most outstanding results, a clear distinction between techniques with a tactical sense and those with a strategic reach are found. What´s more, a certain confusion among some of the more novel techniques, and a clear preference for sensorial and experiential communication based on the versatility and strategic sense attached to them is demonstrated.

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