The digital strategy of internationalisation of Marca in Latin America. Study case of MARCA Claro in México
This article is a thorough analysis of the content plan and digital strategy developed on the web, mobile app and social media for the launching in Mexico in 2017 of MarcaClaro.com, a new multimedia platform created by the sports daily newspaper Marca in order to internationalise and consolidate as...
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| Format: | Article |
| Language: | Spanish |
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Universidad de Piura
2018-03-01
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| Series: | Revista de Comunicación |
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| Online Access: | http://revistadecomunicacion.com/en/articulos/2018_1/7_Art.html |
| Summary: | This article is a thorough analysis of the content plan and digital strategy developed on the web, mobile app and social media for the launching in Mexico in 2017 of MarcaClaro.com, a new multimedia platform created by the sports daily newspaper Marca in order to internationalise and consolidate as a leading sports outlet in Latin America. For that purpose, first there is a content analysis of pieces of information (priorisation of topics and events, new formats and storytelling) published on the web during its first five months of life and selected through a random simple and, secondly, there are in-depth interviews to MARCA Claro chief editors both in Spain and in Mexico so as to know editorial keys of this transnational media partnership. |
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| ISSN: | 1684-0933 2227-1465 |