Marketing and Advertising: Trends of the Sector

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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 originalInglés
Título de la publicación alojadaAdvances in Digital Marketing and eCommerce - 1st International Conference, 2020
EditoresFrancisco J. Martínez-López, Steven D’Alessandro
EditorialSpringer Science and Business Media B.V.
Número de páginas8
ISBN (versión impresa)9783030475949
EstadoPublicada - 2020
Evento1st Digital Marketing and eCommerce Conference, DMeC 2020 - Barcelona, Espana
Duración: 25 jun 202026 jun 2020

Serie de la publicación

NombreSpringer Proceedings in Business and Economics
ISSN (versión impresa)2198-7246
ISSN (versión digital)2198-7254


Conferencia1st Digital Marketing and eCommerce Conference, DMeC 2020


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