La nueva comunicación, nuevas tecnologías y tendencias
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Investigación y Negocios
Abstract
Pocos acertaron en intuir en los años 90 los cambios tan radicales que se producirían en un par de décadas. Esos cambios han transformado nuestra forma de trabajar, de convivir y de consumir, sobre todo, han cambiado la forma en que las empresas se comunican con el mercado. Ahora el consumidor es parte activa del proceso, está mejor informado que nunca. Para adaptarse a este nuevo entorno y al perfil de este nuevo consumidor, han surgido multitud de métodos y técnicas que, si bien aún no se conoce exactamente el alcance de sus efectos, han cambiado la gestión de la comunicación para siempre. Por otro lado cada año, hemos vivido la tradicional crisis del mensaje, por la saturación de mensajes, desesperados por lograr que el público responda. Donde el vídeo ha sustituido a otros recursos estáticos, estamos en la Era Post-demográfica, donde importan más los gustos y aficiones del público que su lugar de residencia, edad o sexo. Donde los esfuerzos se centran en emocionar al cliente. La población está más relacionada con las tecnológicas y las empresas de la región no están conscientes de esta nueva realidad, con la presente investigación se pretende demostrar distanciamiento entre empresa y cliente.
In the 90s, few managed to intuit the radical changes that would occur in a couple of decades. These changes have transformed the way we work, live and consume, especially, they have changed the way companies communicate with the market. Now the consumer is an active part of the process, and the mentioned group is better informed than ever. In order to adapt to this new environment and the profile of the new consumer a great number of of methods and techniques have emerged which, although the extent of their effects is not yet exactly know, have changed the managementof communicationforgood. On the other hand every year, we have experienced the traditional message crisis, due to saturation of messages, desperate to get the public to respond. Where the video has replaced other static resources, we are in the Post-demographic age, where the tastes and interests of the public care the most instead of their place of residence, age or sex. Efforts focus on gettingthe customer excited. The populationis more relatedtotechnology and companies in the region are not aware of this new reality, with this research it is pretended to demonstrate distancing between companies and customer.
In the 90s, few managed to intuit the radical changes that would occur in a couple of decades. These changes have transformed the way we work, live and consume, especially, they have changed the way companies communicate with the market. Now the consumer is an active part of the process, and the mentioned group is better informed than ever. In order to adapt to this new environment and the profile of the new consumer a great number of of methods and techniques have emerged which, although the extent of their effects is not yet exactly know, have changed the managementof communicationforgood. On the other hand every year, we have experienced the traditional message crisis, due to saturation of messages, desperate to get the public to respond. Where the video has replaced other static resources, we are in the Post-demographic age, where the tastes and interests of the public care the most instead of their place of residence, age or sex. Efforts focus on gettingthe customer excited. The populationis more relatedtotechnology and companies in the region are not aware of this new reality, with this research it is pretended to demonstrate distancing between companies and customer.
Description
Vol. 9, No. 14