De un modelo de comunicación one-to-many a un modelo one-to-one en el entorno digital
- García García, Alberto Luis
- Aguado Guadalupe, Guadalupe
ISSN: 1697-8293
Año de publicación: 2011
Título del ejemplar: Mujeres y Tecnología
Volumen: 9
Número: 1
Páginas: 175-191
Tipo: Artículo
Otras publicaciones en: Icono14
Resumen
The new advertising strategies in the digital environment (Behavioral Targeting, Hypertareting and the Social Shopping), are analyzed in the present article to contribute advertising value and profitability as business to the sector of the social networks. It is necessary to confront new models on the part of the advertisers to become the client closer, starting practices of communi-cation one-to-one, and stopping behind the traditional models of communication one-to-many. There is studied the new exposition of communication of the brands, which have to learn to contribute value to a few users who, in this new digital environment, have acquired the role of leader of reference.
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