EUM Research

SIMPED

The Innovative Monetization Systems in Journalism and Digital Marketing (SIMPED) research group was created in the 2012-13 academic year at the Escola Universitaria Mediterrani, a center attached to the University of Girona (UdG) and is directed by Dr. and Professor of Joan Francesc Fondevila Gascón University, professor at the Escola Universitaria Mediterrani, with four six-year research periods and director of the Center for Cable Studies (CECABLE), a research center that is also collaborating in the project, intends to analyze the business modus operandi in the of marketing, specifically digital, and two types of strategies: in social media (digital communication media, social networks, blogs and various platforms, in convergence factor) and in the need for multilingualism in these strategies (impact of language in the creation of content and results).

In the research of the group, which analyzes the cases of Catalonia and Spain in the international context, an original and empiricist scientific methodology is used that allows identifying the state of the art of the matter and that at the same time promotes an improvement in the results of the praxis in this field. In addition, the impact of broadband telecommunications networks on the operation and possibilities of digital marketing is analyzed, in need of flow for multimedia, interactive and hypertext marketing applications.

The research analyzes how companies carry out their digital marketing strategy. Thus, companies from differentiated territorial areas are studied: local, autonomous, state, which allows interesting comparisons based on the natural territorial area, since in theory through the Internet the consumer (crossumer) is international. It analyzes how they cultivate digital marketing through the use of social media and multilingualism:

  • Use of digital media
  • Use of social networks
  • Use of blogs
  • Use of newsletter
  • Cross-platform digital marketing: impact of broadband
  • Integration of the P of promotion-communication in the 4 Ps and in the 4 Cs
  • Impact of multilingualism on digital marketing strategy
  • ROI (Return on Investment) of investment in social media
  • Sectoral digital marketing strategies (industry, services such as tourism)

Comparisons are established with other countries (in this sense, there is an agreement between the Research Group on Digital Marketing and Broadband in Spain and research groups from Colombia, Ecuador, Mexico, France, Portugal, the United Kingdom, Poland and the United States) and results are obtained that facilitate the improvement of marketing praxis.


Lines of investigation

DIGITAL MARKETING AND IMPACTS

Various impacts of digital marketing are analyzed in professional, general or specific fields, through long-term global actions or specific short-term activities. Predominantly quantitative methodology is used, although sometimes it is combined with qualitative methodology.

SECTORAL STUDIES FOR EMPLOYERS

Ad hoc studies are carried out for employers in various sectors such as audiovisual, telecommunications, journalism, advertising, veterinary and logistics. Predominantly quantitative methodology is used, although it is sometimes combined with qualitative methodology.

USING INTERACTIVITY TO IMPROVE BUSINESS RESULTS (HBBTV)

It analyses the use of interactivity in marketing campaigns in order to improve business or organisational ROI. Results of interactive impacts and interactive root technologies such as HbbTV (Hybrid broadcast broadband TV) are collected. Quantitative, qualitative and experimental methodology is used.

CONTENT MONETIZATION FORMULAS

Techniques applied to monetize content creation are analyzed, especially in the field of communication and marketing, but also in other areas. New monetization methods are proposed. Predominantly quantitative methodology is used, although it is sometimes combined with qualitative methodology.

OTHER LINES OF RESEARCH

SIMPED is interdisciplinary, so other lines of research within the social sciences and technology can be included. Quantitative, qualitative and experimental methodology is used.


Team

Dr. Joan Francesc Fondevila Gascón

Director of the SIMPED Research Group

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Dr. Óscar Gutiérrez Aragón

Member of the SIMPED Research Group

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Dr. Félix Barahona Márquez

Member of the SIMPED Research Group

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Dr. Gaspar Berbel Giménez

Member of the SIMPED Research Group

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Meritxell Copeiro Fernández

Member of the SIMPED Research Group

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Josep Maria Espinet EUM
Dr. Josep María Espinet Rius

Member of the SIMPED Research Group

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Dra. Ariadna Gassiot Melian

Member of the SIMPED Research Group

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Mònica Muñoz EUM
Dra. Mónica Muñoz González

Member of the SIMPED Research Group

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