Prácticas, competencias y tendencias de la comunicación publicitaria digital: una visión desde la perspectiva de los anunciantes españoles

Sonia  Carcelén García; David  Alameda García; Teresa  Pintado Blanco

doi:10.4185/RLCS-2017-1239

Authors

Sonia Carcelén García Complutense University of Madrid https://orcid.org/0000-0003-4166-5829
David Alameda García Politechnic University of Salamanca https://orcid.org/0000-0001-7016-5896
Teresa Pintado Blanco Complutense University of Madrid https://orcid.org/0000-0003-2545-3770

DOI:

https://doi.org/10.4185/RLCS-2017-1239

Keywords:

Information and communication technology (ICT), digital communication, education, digital skills, advertisers, trends

Abstract

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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Author Biographies

Sonia Carcelén García, Complutense University of Madrid

Sonia Carcelén García holds a PhD degree in Information Sciences from the Complutense University of Madrid (with outstanding honour).

Her professional career has always been linked to the teaching environment. She is currently a professor at the Department of Commercialisation and Market research of the School of Information Sciences of the Complutense University.

Received the Teaching Excellence Diploma in the 2015-2016 academic year. Member of the research groups “Brand Management and Communication Processes” (962041) and “Communication and Society Observatory” (931571)

She has participated in several research projects (83 articles) funded by public and private companies, and focused on the field of communication and marketing. Participant in R&D projects funded by the Ministry of Education and the Community of Madrid. She has collaborated in the creation and editing of several manuals.

Author of articles published in national and international journals and related to marketing, communication and consumer behaviour. Guest researcher at RCC at Harvard (Cambridge, Boston, USA) and at the University of Montevideo (Uruguay).

H-index: 3

David Alameda García, Politechnic University of Salamanca

David Alameda García holds a Bachelor’s degree in Advertising and Public Relations and a PhD degree in Information Sciences, both from the Complutense University of Madrid, and a Technical degree in Marketing Research from AEDEMO.

Professor at the School of Communication, specialised in marketing and market research. Author of various articles and book chapters related to integrated brand communication, brand management and advertising structure.

He has developed his professional work in GECA consultancy and CIMEC Marketing Research, among other consultancy firms. His lines of research are related to brand management and the advertising industry.

H-index: 4

Teresa Pintado Blanco, Complutense University of Madrid

Teresa Pintado Blanco is a Professor at the Department of Commercialisation and Market Research of the Complutense University of Madrid (UCM).

Former professor at different universities in the areas related to marketing and communication. She is currently a professor at the Department of Commercialisation and Market Research of the Complutense University of Madrid.

She has participated in several research projects, and has organised conferences and seminars in the areas of marketing and communication.

Author of numerous articles published in different academic journals, as well as books and book chapters.

Her professional experience has been developed in multinational advertising agencies, as well as in marketing and business management departments.

H-index: 7

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