Communications in the new marketing paradigm. Experience, relevance, engagement and personalization. An Introduction

Abstract

Several authors, from both professional and academic sides, agree on the fact that traditional marketing is not working anymore. Many factors, all them intimately related to technological revolution, are in the root of such a deep change that has led to a new marketing paradigm. Two key consequences are the rise of a new enormously empowered consumer together with the demand for a communication model focused on creating and distributing relevant enough content as to attract consumers to freely decide to access to it. Several subjects, such as client behavior, brands role in social neworks, omnichannel strategy or the role of technology in communictions are analyzed in this monographic issue, aiming to improve knowledge on the new marketing communications paradigm, in an age in which consumer has reached such a high relevance as never before.