Publication
Pervasiveness in digital marketing - a global overview
| Summary: | The adoption of digital marketing techniques, along with eGov tools, allows to create value to the organization and increase the proximity with customers. After selecting a good practice, it should be optimized for the target client, divulgated on the right platforms, implemented, and finally analyzed throughout the implementation process of a good practice. The platforms present in the paper were selected for the analysis, divulgation and optimization of the information of a municipality. The municipalities have problems related to the monetary funds, reason why, they were surveyed free and paid platforms (market leaders). Most of the tools presented are based in pervasiveness concepts as is mobile, available anywhere and anytime and ubiquity. |
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| Main Authors: | Carvalhosa, Pedro Miguel Pereira |
| Other Authors: | Portela, Filipe; Santos, Manuel; Abelha, António; Machado, José Manuel |
| Subject: | eGov Digital Marketing Optimization Divulgation and Analysis |
| Year: | 2017 |
| Country: | Portugal |
| Document type: | conference paper |
| Access type: | restricted access |
| Associated institution: | Universidade do Minho |
| Language: | English |
| Origin: | RepositóriUM - Universidade do Minho |
| Summary: | The adoption of digital marketing techniques, along with eGov tools, allows to create value to the organization and increase the proximity with customers. After selecting a good practice, it should be optimized for the target client, divulgated on the right platforms, implemented, and finally analyzed throughout the implementation process of a good practice. The platforms present in the paper were selected for the analysis, divulgation and optimization of the information of a municipality. The municipalities have problems related to the monetary funds, reason why, they were surveyed free and paid platforms (market leaders). Most of the tools presented are based in pervasiveness concepts as is mobile, available anywhere and anytime and ubiquity. |
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