La Identidad Corporativa de los grupos multimedia privados españoles a través de sus webs: entre el Marketing 2.0 y 3.0

Abstract

The objective of this research is to analyse the application of marketing 2.0 and 3.0 in the identity of the private Spanish multimedia groups through their corporate webs. To this end, the websites of PRISA, Antena 3, Mediaset, Mediapro, Vocento, Promecal and Intereconomía have been studied. In this way, a qualitative research study has been carried out where transversal description, correlation and explanation have been used. Thus, firstly, through parameters such as the mission, vision and values- corporate profile, brand strategies and communication typessymbolic and behavioural, the positioning and structure of the corporate webs have represented the identity of each communication group at a given moment. Later, the data obtained has been compared. Finally, the paper has explained how the said results have influenced the application of marketing 2.0 and 3.0. The conclusions reached are the following: The combination of marketing 2.0 and 3.0 is a constant in the corporate identity of private Spanish multimedia groups, from the point of view of both their profile and their business communication. The application of marketing 3.0 in the internal functioning of the commercial Spanish multimedia groups is in an emergent state. Private Spanish multimedia groups are based in marketing 3.0 to position themselves. Private Spanish multimedia groups as corporate bodies do not normally use social networks to interact with their public, rather they generally use e-mail or the telephone. Nevertheless, they do use them in other business units.