Vodafone: the relationship between brand image and online marketing strategies

The competition in global marketplaces is progressively increasing due to a large number of local players that form the telecom industry. For this reason, it is essential for companies to establish a strong brand image to maintain its position in the market. Vodafone has been one of the fastest growing companies in the world. Nevertheless, it still holds the number two position in the telecom European market and the sixth, in the international sphere. This aspect encourages us to dig into which factors need to be considered to reach the zenith. We have focused on the international online marketing strategies that are used by telecommunication companies to establish and enhance brand image in the global market. With the example of Vodafone, the research concentrates on the intricacies of the relationship between brand image and online marketing strategies in order to enhance brand image internationally, in the context of the global telecom sector. For this purpose, two detailed online surveys were conducted to gather opinion about the effects of online marketing strategies on brand image. It also aims to find the gaps in the online strategies and improve them in order to boost up the brand image of Vodafone

Influence of the context in the school

En este trabajo se presentan los resultados parciales de una investigación en la que se analiza cómo el contexto influye en los centros educativos, desde una perspectiva de Justicia Social. El aspecto más interesante es el análisis de centros educativos situados en contextos socioeconómicamente desafiantes de Madrid, realizando un estudio descriptivo a través de la etnografía como método de investigación. Esto permite un acercamiento cultural a los grupos sociales, así como a los centros educativos y socioculturales del entorno. Se espera que los resultados fomenten la reflexión sobre qué medidas deben ser tomadas según las características contextuales de los centros educativos. De igual forma, permiten replantear la formación profesional docente enfocada a aquellos profesionales de la educación que se encuentran ejerciendo su labor en contextos desafiantes. Finalmente, se considera un error que la educación y los centros educativos sean tratados de manera homogénea, independientemente del contexto en el que se encuentran, puesto que dicha indiferenciación es la que ahonda en la desigualdad y en la injusticia socialIn this paper, we present partial results of an investigation that analyses how the context influences in schools, from a Social Justice perspective. The most interesting aspect of this work is that the schools are situated in challenging socioeconomic contexts of Madrid. In the present inquiry, a descriptive study has been employed, using ethnography as a research method. This allows a cultural approach, as well as with the social groups, the schools and the sociocultural centres situated in the same context. The main objective consists in stimulating the reflection about the contextual characteristics of schools and teacher education. Schools should be seen in a different light is spite of being seen in a homogeneous way, regardless of the context in which they are located, because an undifferentiated way promotes inequality and social injustic

Publicidade digital, storytelling e transmedia narrativa: educomunicação do consumidor

The present text tries to analyze the relationships between the concept of digital storytelling applied to advertising starting from the base of the transmedia narrative. This is: how the new transmediatic narrative helps the construction of advertising discourses based on the notion of storytelling and how it establishes the bases for an educommunication of the consumer, the spectator and / or the target.El presente texto trata de analizar las relaciones entre el concepto de storytelling digital aplicado a la publicidad partiendo de la base de la narrativa transmedia. Esto es: cómo la nueva narrativa transmediática ayuda a la construcción de discursos publicitarios basados en la noción de storytelling y cómo ello establece las bases para una educomunicación del consumidor, del espectador y/o del target.O presente texto tenta analisar as relações entre o conceito de narrativa digital aplicado à publicidade a partir da base da narrativa transmedia. Isto é: como a nova narrativa transmediaica ajuda a construção de discursos publicitários com base na noção de narrativa e como estabelece as bases para uma educação do consumidor, o espectador e / ou o target

Social media: a new way of public and political communication in digital media

Today, social media are the new way of public and political communication in digital marketing. Companies or organizations are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organizations depends of the effective utilization of the social media. New web technologies have made it easy for anyone to create and distribute their own content.  A tweet can be viewed by virtually millions of people for free, and advertisers don’t have to pay publishers huge sums of money to embed their messages. More consumers are on social media than ever before, and every second a company is not engaged is a wasted opportunity [1]. Consumers trust other people to provide recommendations about products and services in a very active way and it is important to know how and why social media influence organizations. This study analyzes through a literature review the importance of public and political communication through social media and proposes a model of business for successful marketing strategies