La publicidad Latinoamericana frente al internet de Todo
Archivos
Fecha
2018
Tipo
comunicación de congreso
Autores
Fonseca González, Vanessa
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Resumen
Este artículo analiza cómo la comunicación publicitaria en América Latina se incorpora a un nuevo escenario: el Internet de Todo (IoT). México, Colombia y Brazil lideran la región hacia la cuarta revolución industrial que promete grandes oportunidades de negocio y augura cambios profundos en la forma de diseñar y planificar la distribución de publicidad Una primera sección contextualiza el IoT en el paradigma de la cuarta revolución industrial. La segunda sección analiza campañas a nivel global para vislumbrar las transformaciones en la planificación y la creatividad publicitaria. La tercera sección presenta el panorama del IoT en Latinoamérica y evalúa casos pioneros y de innovación en la comunicación publicitaria en la región.
The Fourth Industrial Revolution and Internet of Everything (IoT) open a brave new world for hyperconnectivity, smart cities, transmedia storytelling that challenge product development, marketing, advertising planning and customer service globally. This paper assesses how Latin America enters the ecology of the IoT and is especially interested in identifying key transformations for the advertising industry. The first section presents current trends and developments in the IoT globally. The second studies several advertising cases embracing the IoT and how businesses deliver brand value to customers as they collect Big Data to enhance brand experience and client satisfaction. The third section discusses current trends of the IoT in Latin America and analyzes several cases from product development to home security services aimed at delivering brand value to customers.
The Fourth Industrial Revolution and Internet of Everything (IoT) open a brave new world for hyperconnectivity, smart cities, transmedia storytelling that challenge product development, marketing, advertising planning and customer service globally. This paper assesses how Latin America enters the ecology of the IoT and is especially interested in identifying key transformations for the advertising industry. The first section presents current trends and developments in the IoT globally. The second studies several advertising cases embracing the IoT and how businesses deliver brand value to customers as they collect Big Data to enhance brand experience and client satisfaction. The third section discusses current trends of the IoT in Latin America and analyzes several cases from product development to home security services aimed at delivering brand value to customers.
Descripción
Palabras clave
PUBLICIDAD, Internet de todo, América Latina, INTERNET OF THINGS