Nuovo Libro: SOCIAL MOBILE MARKETING di Andreina Mandelli & Cosimo Accoto (EGEA)

da SOCIAL MOBILE MARKETING (EGEA, 2012) di Andreina Mandelli (@AndreMandelli) & Cosimo Accoto (@CosimoAccoto)

Nell’evoluzione della comunicazione mobile contemporanea viene emergendo chiaramente una più profonda tendenza alla wirelessness (Mackenzie, 2010). Con questo termine viene qualificata, come vedremo, la tendenza contemporanea all’esperienza della comunicazione mobile senza fili, incorporata nelle connessioni tra oggetti, dispositivi, servizi, piattaforme e infrastrutture, esperienza che viene riconfigurando senso e confini di luoghi domestici, spazi pubblici, realtà metropolitane e connessioni sociali. In questi nuovi spazi mobili, sociali e aumentati, le relazioni tra imprese e consumatori, e tra i consumatori stessi, non sono inquadrabili semplicemente in una prospettiva di multicanalità o cross-medialità. Per questi nuovi «altrove elettronici» (Berry et al., 2010) si tratta di cominciare a capire meglio come funziona quello che in Mandelli (2000) è definito come ubiquitous marketing e ubiquitous branding, dove le esperienze di marca sono vissute non in parallelo, ma come brani della stessa storia, raccontati collaborativamente da imprese e consumatori. La riscoperta del «luogo» (più o meno aumentato tecnologicamente) dell’esperienza e l’aumento di rilevanza dei network sociali mediati dalla tecnologia ci danno, anche, l’occasione per riflettere sui processi di formazione del valore e sul ruolo che il marketing può svolgere in questa prospettiva di co-produzione e collaborazione nel mercato.

Fonte: SOCIAL MOBILE MARKETING - L'innovazione dell'ubiquitous marketing con device mobili, social media e realtà aumentata

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