Las Sociedades Comerciales Frente a un Nuevo Reto, el Dominio de Nuevas Tecnologías Aplicables al Marketing y Publicidad

This scientific writing is intended to describe a new challenge faced by commercial companies, mastering new technologies such as multi-effect, the internet of things and technology consumers. The challenge effectively comprises employing emerging technologies to create new communication channels that can reach optimal way to technological consumers. Previously, customers had their traditional media and entertainment such as radio, print and television which are the traditional channels of marketing used by companies, while today these resources have fallen in their levels of use, especially in technological native who now choose the type of music to listen to, seeking information for different digital media and even select advertising that wish to observe, this thanks to the mass use of information technologies. In the current context in which organizations conduct business can be seen on the internet commonly used items. In this sense, they are already marketing various appliances such as refrigerators, stoves, washing machines and even mesons used to develop cooking duties as well as for viewing multimedia content online. The research describes an emerging challenge for commercial organizations being the domain of new information technologies such as the internet of things and the effect multiscreen, which should be used by companies as new channels of communication, thus establishing the future marketing. In a first a literature review of marketing and adaptation to information technology developed, then a field to observe the new features and functionality that have appliances commonly used thanks to the inclusion of internet and screens made touch, which allowed raising the question how these new screens and technologies can be used by organizations to create new marketing strategies and meet their customers through these new technological communication channels? To complete this question was presented to experts in marketing and advertising prior to the presentation and the results of the observation process and the current context in which companies conduct business.