ESTUDO COMPARATIVO-ANALÃTICO DE FORMAS DE COMUNICAÇÃO VOLTADAS PARA CAMPANHAS DE MARKETING DE CONVERGÊNCIA

Abstract

With the advent of Web 2.0 and the changing ofconsumer behaviors, who has become "prosumer"(prosumer - consumer / producer), the actions of Marketingbegan to see the convergence media to developmentstrategies and the monitoring of how the corporate brand isaddressed in different communicative vehicles. Among theseproposals it is possible to highlight the use of video for theestablishment of viral marketing, provision of computerapplications (Widgets), creation of groups in socialnetworks and building and maintaining blogs ormicroblogging. From the theoretical depth of these elements,this work presents a comparative analytical study ofstrategies regarding to the adequacy of medium/messageand the complementarity of the possibilities for mediaestablishmentof a convergence strategy. This allowed thecharacterization of these elements and structure of subsidiesfor the design / analysis of campaigns in these vehicles.Index Terms ⎯ media converge, marketing strategies, viralmarketing, digital videos.