Prácticas, competencias y tendencias de la comunicación publicitaria digitaluna visión desde la perspectiva de los anunciantes españoles

  1. Sonia Carcelén García 1
  2. David Alameda García 2
  3. Teresa Pintado Blanco 1
  1. 1 Departamento de Comercialización e Investigación de Mercados. Universidad Complutense de Madrid (España)
  2. 2 Universidad Pontificia de Salamanca (España)
Zeitschrift:
Revista Latina de Comunicación Social
  1. Roca Cuberes, Carles (coord.)

ISSN: 1138-5820

Datum der Publikation: 2017

Titel der Ausgabe: Competencias, perfiles profesionales y tendencias en el sector de la Comunicación

Nummer: 72

Seiten: 1648-1669

Art: Artikel

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Andere Publikationen in: Revista Latina de Comunicación Social

Zusammenfassung

Introduction: This article presents the results of a study on the current and future use of different online communication techniques by Spanish advertisers, as well as their perception of the level of digital competence of professionals working in the advertising sector. Methods: The study is based on an online survey applied to a national sample of 301 advertising and marketing directors working for a variety of Spanish companies in terms of size, geographical scope and sector of activity. Results and conclusions: Companies are expected to gradually increase their budget for digital marketing and, thus, the advertising sector is expected to experience greater professionalisation and greater demand for experts in new technologies and digital communication. At present, advertisers are developing communication strategies that are based on traditional and easy-to-implement online communication techniques, leaving aside the more sophisticated techniques whose implementation requires more qualified and specialised professionals. In this sense, there is a lack of training in digital skills in the sector.

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* Investigación financiada: Este artículo es producto del proyecto de investigación titulado Proyecto I+D+I “Retos Investigación”, referencia CSO2013-46410-R financiado por el Ministerio de Economía y Competitividad del Plan Nacional deI+D+i, orientado a los retos de la sociedad 2013-2015.

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Fuente de los datos: Dialnet