O uso do smartphone como ferramenta publicitária

Abstract

Digital marketing within the institutions worked as a successful tool that boosted great opportunities, and also succeed in operational strategies, organizational communication and among suppliers. The goal of this job is to figure out how the smartphone influences the consumer and is also a potential publicity tool. The standard of consumption tends to accompany social transformations, and study these transformations is extremely important to rethink the marketing strategy for subsidized sales by these indicators of consumption patterns. The Brazilian market lives a new trend that is attracting the attention of businesses, is mobile commerce (mobile commerce or M-commerce), which is nothing more than e-commerce for mobile devices. Digital marketing works with tactical elements, or also known as 8 P's, being them: research, planning, production, publishing, promotion, propagation, customization, and precision. The methodology went from a bibliographical review on the subject and was completed with empirical research with people who make use of smartphone in their consuming habits. The results obtained demonstrated that despite the trend of using the smartphone to exert the purchasing power, it was verified that the majority still makes use of physical shops or access via Mesa computer. However, the smartphone as a consumer platform and as a publicity tool has become the tendency of both consumers, aiming at convenience, convenience and agility has increasingly opted for this way to carry out purchases.