Resumen

MARTINEZ, Orlando  y  ARANGO P, Katia. The mobile marketing in Colombia- its current situation and projection Year 2012. Rev. esc.adm.neg [online]. 2012, n.73, pp.136-167. ISSN 0120-8160.

The mobile marketing in Colombia has expanded considerably at a world level as the communication channels reach the objective market effectively. For this reason, the marketing area knows and takes advantage of the personal features of the used mobile communications. The increase of the cellular penetration, the innovation and operational systems of the applications, data technologies, terminals such as the smart phones and tablets facilitate the increase of technological use and the mobile marketing. Having the perception that Colombia is a little bit delayed in the use of mobile marketing, this research tried to identify the state of development of this strategy at a world level and some of its elements in Colombia. Secondary sources were selected based on context and the existing tools of the mobile marketing in the world, the altemative offered in Colombia, and after identifying the main companies of the ecosystem of mobile marketing in Colombia, a semi-structured poll was applied to identify some of the characteristics and achievements of this sector. According to these research results, we find that currently the mobile marketing in Colombia shows barriers directly related with the composition of the telecommunications market, in which a dominant operator imposes unequal tariffs and rules of commercialization. The mobile marketing in this country has been developed based on the promotion of massive consumption products, huge successful brand campaigns have been designed and implemented, some of which have international recognitions in this area, positioning the Colombian mobile marketing as a key referent for other countries.

Palabras clave : Mobile marketing; Integrators; Operators Colombia.

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