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Cyberculture gained notoriety along with the contemporary society transformations, which were driven by widespread access to the Internet and digital media.Mainly characterized by decentralization, agile information access and collaborative processes, Cyberculture allowed consumers a more active role in the communication process, fact which, combined with network interconnectivity, causes the loss of message control by organizations and challenges classical concept, requiring significant changes in the marketing communications operation. In this sense, the study addresses the issue of marketing communication in the digital media context, with the aim of discussing the complementarity between traditional and digital media. To achieve the proposed objective, the study was divided into two parts: the first part refers to the literature review and the second part to the empirical research.The empirical research was exploratory and had a qualitative approach; it was conducted through semistructured interviews with digital communication experts. Research results validated many of the literature findings and added new perspectives on the complementarity between traditional and digital media.The investigation indicates that digital and traditional media integration is starting to develop, and should evolve into more harmonious and efficient activities in the near future.

Comunicação de marketing e cibercultura: um estudo exploratório sobre a comunicação de marketing no contexto dos meios digitais