Marcas, publicidad y neomedia. Prospectivas de acción en tiempos de pandemia

  1. Jose Luis León Sáez de Ybarra
Revista:
Comunicación: revista Internacional de Comunicación Audiovisual, Publicidad y Estudios Culturales

ISSN: 1989-600X

Año de publicación: 2022

Volumen: 20

Número: 1

Páginas: 5-24

Tipo: Artículo

DOI: 10.12795/COMUNICACION.2022.V20.I01.01 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Comunicación: revista Internacional de Comunicación Audiovisual, Publicidad y Estudios Culturales

Resumen

El hundimiento de paradigmas por la pandemia, también en conducta mercadológica, exige una respuesta adaptativa en profundidad de las marcas. Pero llegar a propuestas de adaptación exi-ge una exploración conforme a la filosofía de conocimiento para la acción, siempre obligada en toda investigación de marketing-publicidad. Nuevos paradigmas deben hacer énfasis en la res-puesta urgente dada la situación. Esto requiere construir una nueva estrategia de extracción de contenido, aplicada sobre el triángulo formado por marcas, publicidad y nuevos medios. Se propone una nueva estrategia metodológica para superar la lógica insuficiencia del corpus documental existente, capaz de integrar información en formatos de alta diversidad (por ejem-plo, testimonios de expertos y encuestas a profesionales), desde una cuidada selección de pu-blicaciones, creando un metacorpus exploratorio, pero de alta cualificación objetiva. Con la es-trategia propuesta, creemos haber conseguido verificar el estado de situación y a la vez ofrecer orientación para las marcas y su publicidad, forzadas por las tendencias mercadológicas y los nuevos medios, ya existentes antes de la pandemia, pero ahora aceleradas. Se resaltan filosofías de branding y publicidad para un relanzamiento y cómo hay que cambiar la medición automati-zada de resultados ante el fin a plazo de las cookies

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Fuente de los datos: Dialnet