TY - GEN
T1 - Marketing and Advertising
T2 - 1st Digital Marketing and eCommerce Conference, DMeC 2020
AU - Fondevila-Gascón, Joan Francesc
AU - Rom-Rodríguez, Josep
AU - Polo-López, Marc
AU - Crespo, Javier L.
N1 - Funding Information:
This research is a part of the project “New Formats of Interactive Advertising on the Television, Internet and Digital Media. Applications on HbbTV”, funded by the Ministry of Economy, Industry and Competitiveness (Spain), reference CSO2017-88895-R (MINECO/FEDER).
Publisher Copyright:
© 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2020
Y1 - 2020
N2 - 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.
AB - 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.
KW - Advertising
KW - Digitalization
KW - Marketing
KW - Prospective
KW - Public relations
UR - http://www.scopus.com/inward/record.url?scp=85123280261&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-47595-6_1
DO - 10.1007/978-3-030-47595-6_1
M3 - Conference contribution
AN - SCOPUS:85123280261
SN - 9783030475949
T3 - Springer Proceedings in Business and Economics
SP - 1
EP - 8
BT - Advances in Digital Marketing and eCommerce - 1st International Conference, 2020
A2 - Martínez-López, Francisco J.
A2 - D’Alessandro, Steven
PB - Springer Science and Business Media B.V.
Y2 - 25 June 2020 through 26 June 2020
ER -