Vol. 15, Nº. 2 | 2º semester (July-December) | Published: 01/07/2017

Guest editors: Miguel Baños (University Rey Juan Carlos, Spain) y Joaquín de Aquilera (IE University, Spain)

Traditional marketing is dead and a new paradigm is emerging, which characteristics are being relational, co-creative and predominantly pull, where obtaining engagement plays a key role within a consumer-centric marketing.

This new marketing paradigm, together with new media consumption habits, inseparably implies a new way of communicating with consumers, in which traditional tools loose both effectiveness and efficiency, leading to a new set which respect freedom of access and consumption as well as dialogue with audiences. Opposite to interruption and repetition, marketing communications will focus on creating and distributing content relevant enough for the consumer as to him freely decide whether to access to it.

Customers and consumers experiences become more important than products themselves. Brands grow in relevance by investing in engagement and in collaborating when the moment of truth.