Real Time Marketing: Influencia e Impacto en la Percepción de Marca entre los Jóvenes de la Generación Z
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2024
Defense date
04/07/2024
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Abstract
La evolución hacia una era digital ha transformado la comunicación entre anunciantes y consumidores, con las redes sociales (RRSS) y dispositivos tecnológicos integrados en la vida diaria. Las marcas, ubicadas en una nueva era del marketing, la digital, han adaptado su branding a estas plataformas con técnicas como el Real Time Marketing (RTM), cuyo auge se sitúa en el apagón del Super Bowl de 2013. Por otro lado, la Generación Z, frecuentemente conectada a estas plataformas, se ha convertido en un target clave e interesante.
Mediante una metodología de corte cualitativo, se han realizado 20 entrevistas semiestructuradas a estudiantes de Publicidad y Relaciones Públicas de la Universidad Complutense de Madrid. Se concluyó que este segmento ve el RTM como una técnica que va en consonancia con su forma de comunicarse y consumir contenido en línea. Valoran el esfuerzo de las marcas por acercarse a ellos de manera cercana y efectiva, aunque algunos cuestionan su autenticidad. Además, consideran que el RTM es útil para mantener las marcas en mente para decisiones de compra a largo plazo.
The evolution towards a digital era has transformed communication between advertisers and consumers, with social media and technological devices integrated into daily life. In the context of this new digital marketing era, brands have adapted their branding to these platforms with techniques such as Real Time Marketing (RTM), which gained prominence during the Super Bowl blackout of 2013. Meanwhile, Generation Z, frequently connected to these platforms, has become a key and interesting target. Using a qualitative methodology, 20 semi-structured interviews were conducted with Advertising and Public Relations students at the Complutense University of Madrid. The study concluded that this segment sees RTM as a technique that aligns with their way of communicating and consuming online content. They appreciate the effort of brands to approach them in a close and effective way, although some question its authenticity. In addition, they consider RTM useful for keeping brands in mind for long-term purchasing decisions.
The evolution towards a digital era has transformed communication between advertisers and consumers, with social media and technological devices integrated into daily life. In the context of this new digital marketing era, brands have adapted their branding to these platforms with techniques such as Real Time Marketing (RTM), which gained prominence during the Super Bowl blackout of 2013. Meanwhile, Generation Z, frequently connected to these platforms, has become a key and interesting target. Using a qualitative methodology, 20 semi-structured interviews were conducted with Advertising and Public Relations students at the Complutense University of Madrid. The study concluded that this segment sees RTM as a technique that aligns with their way of communicating and consuming online content. They appreciate the effort of brands to approach them in a close and effective way, although some question its authenticity. In addition, they consider RTM useful for keeping brands in mind for long-term purchasing decisions.