Campañas de crowdfundingel diseño de un plan de marketing digital adecuado para alcanzar el éxito de financiación

Abstract

Over the last few decades, each new technological leap forwards has opened up a different horizon in the field of communication, and has frequently benefitted the appearance of new types of media. The Internet, the most recent and widespread of these types of media, has become essential in order to compete in today�s global marketplace. The hyperconnectivity it offers and its inherent digital tools have obliged enterprises of all different kinds to adapt to a new reality in which its use has become the most direct way of actively involving Internet users. Social networks have become one of the most important means of communication in the digital age, whose widespread use and characteristics have turned them into an excellent opportunity to finance, promote or distribute every imaginable kind of cultural or commercial product. Despite their possibilities, the social networks have to be handled with care in order to ensure the optimal dissemination of the message to be transmitted. The social networks have also provided a major boost in terms of promoting crowdfunding. As a new funding strategy that is based on the huge potential of the social networks and which seeks an active response from users, in order for a campaign to succeed it requires the careful design of a communication strategy that raises the awareness of future sponsors.