Marketing and Advertising: Trends of the Sector

Research output: Book chapterConference contributionpeer-review

1 Citation (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.

Original languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce - 1st International Conference, 2020
EditorsFrancisco J. Martínez-López, Steven D’Alessandro
PublisherSpringer Science and Business Media B.V.
Number of pages8
ISBN (Print)9783030475949
Publication statusPublished - 2020
Event1st Digital Marketing and eCommerce Conference, DMeC 2020 - Barcelona, Spain
Duration: 25 Jun 202026 Jun 2020

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


Conference1st Digital Marketing and eCommerce Conference, DMeC 2020


  • Advertising
  • Digitalization
  • Marketing
  • Prospective
  • Public relations


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