Digital Marketing Multimedia: New formats and trends

Authors

  • Irene Garcia Medina Universidad de Vic (Barcelona,España)

Keywords:

Multimedia digital marketing, mobile marketing, on-line marketing, viral marketing

Abstract

In a moment of enormous changes and technological novelties, it is necessary to understand how marketing 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 advertising 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 collaborative communication such as social networks

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References

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Published

2011-12-07

How to Cite

MEDINA, I. G. Digital Marketing Multimedia: New formats and trends. Revista GEMInIS, [S. l.], v. 2, n. 2, p. 37–45, 2011. Disponível em: https://revistageminis.ufscar.br/index.php/geminis/article/view/76. Acesso em: 27 jul. 2024.

Issue

Vol. 2 No. 2 (2011): Transmídia: estratégias e processos de construção de mundos

Section

Dossiê

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