Abstract
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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Berelson, B.: Content analysis. In: Handbook of Social Psychology. New York, Lindzey (1967)
Brown, J., Broderick, A.J., Lee, N.: Word of mouth communication within online communities: conceptualizing the online social network. J. Interact. Mark. 21(3), 2–20 (2007)
Cano, A.: La publicidad que vivimos. Editorial Eresma, Madrid (1994)
Castelló, A., Del Pino, C.: La comunicación publicitaria con influencers. Revista académica de marketing aplicado 14, 21–50 (2015)
Dalkey, N., Helmer, O.: An experimental application of the Delphi method to the use of experts. Manag. Sci. 9, 458–467 (1963)
Findlay, R.: The short, passionate, and close-knit history of personal style blogs. Fash. Theory: J. Dress Body Cult. 19(2), 157–178 (2015)
Fondevila-Gascón, J.F.: Periodismo ciudadano y cloud journalism: un flujo necesario en la Sociedad de la Banda Ancha. Comunicación y Hombre 9, 25–41 (2013a)
Fondevila-Gascón, J.F.: Características de la publicidad en el ciberperiodismo en España: el caso de El Mundo y El País. Index. comunicación: Revista científica en el ámbito de la Comunicación 3(1), 41–61 (2013b)
Fondevila-Gascón, J.F., del Olmo, J.L.: La interactividad y el multimedia en la prensa digital internacional: los casos de España y el Reino Unido. III Congreso Internacional de Ciberperiodismo y Web 2.0, Bilbao (2011)
Fondevila-Gascón, J. F., Crespo, J.L., Mir-Bernal, P., Rom-Rodríguez, J., Santana-López, E., Botey-López, J.: Tendencias en métricas en medios sociales. Impacto en la publicidad. In: Zacipa-Infante, I., Tur-Viñes, V., Segarra-Saavedra, J., (eds.) Tendencias publicitarias en Iberoamérica. Diálogo de saberes y experiencias, pp. 155–170, Universidad de Alicante, Alicante (2016a)
Fondevila-Gascón, J.F., Rom-Rodríguez, J., Santana-López, E.: Comparativa internacional del uso de recursos digitales en el periodismo digital deportivo: estudio de caso de España y Francia”. Revista Latina de Comunicación Social 71, 124–140 (2016b)
Fondevila-Gascón, J.F., Santana-López, E., Rom-Rodríguez, J.: Comparativa sobre las competencias y los perfiles profesionales en publicidad y RRPP en Barcelona. In: Perlado Lamo de Espinosa, M., Cachán Alcolea, C., Ramos Rodríguez, M., (eds.) Competencias y perfiles profesionales en el ámbito de la comunicación, pp. 79–90, Editorial Dykinson, Madrid (2017)
Geirinhas, G.G.A.: Social Media: The New Tool in Firms’ Marketing Strategies. NOVA – School of Business and Economics, Lisboa (2014)
Hsu, Ch., Sandford, B.: The Delphi Technique: making sense of consensus. Pract. Assess. Res. Eval. 12, 10 (2007)
Kerr, G.F., Mortimer, K., Dickinson, S., Waller, D.: Buy, boycott or blog exploring online consumer power to share, discuss and distribute controversial advertising messages. Eur. J. Mark. 46(3–4), 387–405 (2012)
Landeta, J.: El método Delphi: Una técnica de prevención para la incertidumbre, Ariel, Barcelona (1999)
López de Aguileta Clemente, C.: Medios y Soportes Alternativos Para Una Publicidad Convencional: Publicidad «Off the Line» . Pensar en la Publicidad, I, pp. 117–130 (2007)
Mir, P., Calderón, R., Recalde, M., Fondevila-Gascón, J.F.: Perspectivas Cómo Internet transforma la gestión de la reputación, Telos, pp. 1–8 (2015)
Okoli, C., Pawlowski, S.: The Delphi method as a research tool: an example, design considerations and applications. Inf. Manag. 42, 15–29 (2004)
Santana, E., Fondevila-Gascón, J.F., Arteaga-Rico, M.-J.: Claves de las estrategias de branded content y marketing experiencial combinadas con la participación de influencers. In: Sierra Sánchez, J., Lavín, J.M., (eds.) Redes sociales, tecnologías digitales y narrativas interactivas en la sociedad de la información, pp. 189–200. MacGraw-Hill, Madrid (2019)
Acknowledgement
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).
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Fondevila-Gascón, JF., Rom-Rodríguez, J., Polo-López, M., Crespo, J.L. (2020). Marketing and Advertising: Trends of the Sector. In: Martínez-López, F.J., D'Alessandro, S. (eds) Advances in Digital Marketing and eCommerce. DMEC 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-47595-6_1
Download citation
DOI: https://doi.org/10.1007/978-3-030-47595-6_1
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-47594-9
Online ISBN: 978-3-030-47595-6
eBook Packages: Business and ManagementBusiness and Management (R0)