Palabras clave
publicidad
pandemia
análisis de contenido
innovación marketing
advertising
pandemic
content analysis
innovation
Cómo citar
Aceptado 2022-05-03
Publicado 2022-11-11
- Resumen 234
- PDF 163
Resumen
Resumen: El hundimiento de paradigmas por la pandemia, exige una respuesta adaptativa en profundidad de las marcas. Pero llegar a propuestas de adaptación exige un exploración conforme a la filosofía de conocimiento para la acción, siempre obligada en toda investigación de marketing-publicidad. 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 ejemplo, testimonios de expertos y encuestas a profesionales), desde una cuidada selección de publicaciones, creando un metacorpus exploratorio pero de alta cualificación objetiva.
Con la estrategia 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 automatizada de resultados, ante el fin a plazo de las cookies.
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Derechos de autor 2022 Jose Luis León Sáez de Ybarra