Marketing and Advertising: Trends of the Sector

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1 Citació (Scopus)


The marketing and the advertising and public relations sector is immersed in a period of change in various ways, from the structural to the type of insertions to be made in the media. We analyze the reality and the trends of this essential sector for the enterprise communication. Methodologically, to develop this prospective, we use Delphi qualitative technique, the most advisable in prospective approaches to incipient objects of study. It is concluded that the key factors that define the advertising sector are the digital transformation and the business model, and, after three years, personalization, automation and programmatic. As communication channels that will use advertising more, social networks rise, and as knowledge, skills and competencies that the advertising professional of the future must gather, the strategy stands out.

Idioma originalAnglès
Títol de la publicacióAdvances in Digital Marketing and eCommerce - 1st International Conference, 2020
EditorsFrancisco J. Martínez-López, Steven D’Alessandro
EditorSpringer Science and Business Media B.V.
Nombre de pàgines8
ISBN (imprès)9783030475949
Estat de la publicacióPublicada - 2020
Esdeveniment1st Digital Marketing and eCommerce Conference, DMeC 2020 - Barcelona, Spain
Durada: 25 de juny 202026 de juny 2020

Sèrie de publicacions

NomSpringer Proceedings in Business and Economics
ISSN (imprès)2198-7246
ISSN (electrònic)2198-7254


Conferència1st Digital Marketing and eCommerce Conference, DMeC 2020


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