Marketing and Advertising: Trends of the Sector

Joan-Francesc Fondevila-Gascón (), Josep Rom-Rodríguez (), Marc Polo-López () and Javier L. Crespo ()
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Joan-Francesc Fondevila-Gascón: Blanquerna-Universitat Ramon Llull, CESINE, EAE Business School, EU Mediterrani, Euncet-UPC, CECABLE
Josep Rom-Rodríguez: Blanquerna-Universitat Ramon Llull, CESINE, EAE Business School, EU Mediterrani, Euncet-UPC, CECABLE
Marc Polo-López: Blanquerna-Universitat Ramon Llull, CESINE, EAE Business School, EU Mediterrani, Euncet-UPC, CECABLE
Javier L. Crespo: Blanquerna-Universitat Ramon Llull, CESINE, EAE Business School, EU Mediterrani, Euncet-UPC, CECABLE

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 1-8 from Springer

Abstract: 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.

Keywords: Marketing; Advertising; Digitalization; Public relations; Prospective (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-47595-6_1

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