Social Mobile Marketing: Evolution of Communication Strategies in the Web 2.0 Era

Franco, Stefano (2014) Social Mobile Marketing: Evolution of Communication Strategies in the Web 2.0 Era. TeMA Journal of Land Use, Mobility and Environment, 7 (2). pp. 173-184. ISSN 1970-9870

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Abstract

Increasingly faster communicational streams - that ease interactions and allow agents to considerably enhance their own informational assets - characterize the era in which we live. The research about new media, mobile and social technologies is the driver of this changes that implements a revolution of the content management, of the information accessibility and of the relationships interactivity. These characteristics don’t leave the agents unresponsive and it is interesting and fitting to understand the tools available to firms and institutions and the communicational and marketing policies that organizations put to use to achieve their goals. In this context we want to find strategic and operational models to support organizations decisions about markets and territories. The purpose of this article is to understand how small organizations can utilize networks that characterize new trends in marketing. We conclude by providing some thoughts on the future evolution of the research in this field also with reference to the smart city that can exploit social mobile marketing for promotion of the territory and social participation.

Item Type:	Article
Uncontrolled Keywords:	Mobile marketing; social marketing; new media; web 2.0; smart city
Subjects:	700 Arti, Belle arti e Arti decorative > 710 Urbanistica e paesistica > 711 Urbanistica (Pianificazione territoriale) (Classificare le opere d'insieme su Urbanistica e Architettura in 720; classificare le opere interdisciplinari sull'Urbanistica in 307.12)
Depositing User:	Rosa Anna La Rocca
Date Deposited:	04 Sep 2014 07:46
Last Modified:	04 Sep 2014 07:46
URI:	http://eprints.bice.rm.cnr.it/id/eprint/9922

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