Communication strategies in digital environment:

Conceptual framework maping

Abstract

Communication in the digital environment is characterized by interaction and interactivity, which are responsible for several changes in advertising practices over time. However, the work in the advertising field is often used to analyze the strategies either for the bias of communication strategies, or through marketing strategies, both for linking the areas and for the lack of diverse national sources in the field of advertising. This research aimed at discussing the existing communication strategies
focused on the digital environment. As specific objectives, the mapping of the conceptual framework of communication and marketing strategies and the problematization of the need to update concepts in this area were carried out. For this, we use exploratory and descriptive research, starting from the concepts of communication strategies and marketing or promotion of basic authors. Thus, the strategies were identified, described and problematized in the following work.