New professional roles within the advertising agency in the digital age
Article Sidebar
Main Article Content
Abstract
This article explores the different professional roles in advertising agencies and the tasks performed by these professionals from the revolution that the technology has generated inside and outside of the advertising. The enterprises find the necessity to be adapted and achieve subsist in a market increasingly saturated and competitive, in order to reach consumers that in many cases are no longer in traditional media and, in other cases, they are but less than before.
There have been realized interviews unstructured to five digital agencies that emerged through a nonprobability random selection with the purpose to define and develop those roles. In this changing scenario, emerge new specialized agencies and new professionals or new roles, that born by the necessity to mediate the relation “Enterprise-digital consumer”. For that the agencies can also continue being competitives, is necessary the constant specialization and capacitation of the professionals who work in them.
Keywords:
Downloads
Article Details
References
Albarello, F. (2013). Carlos Scolari. Narrativas transmedia. Cuando todos los medios cuentan. Austral Comunicación, 2(2), 247-249.
Arhippainen, L., y Tähti, M. (2003). Empirical Evaluation of User Experience in Two Adaptative Mobile Application Prototypes. Proceedings of the 2nd International Conference on Mobile and Ubiquitous Multimedia, 10-12.
December, Norrköping, Sweden. Argueta, J. K. (2014) De la publicidad tradicional a la publicidad digital. Desafíos para agencias y profesionales. Austral comunicación (Francisco Albarello 249) Volumen 2 número 2 (diciembre de 2013) ISSN 2313-9129 2
Cappo, Joe (2005). The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age. New York: McGraw-Hill.
Comscore.com (2015). https://www.comscore.com/lat/Prensa-y-Eventos/Blog/Futuro-Digital-America-Latina-2015. Recuperado el día 5 de Noviembre de 2015.
Del Río Pérez, Jorge y Kaufmann, Jürg (2014). Revisión teórica de la agencia publicitaria en la cultura de la era digital. En: adComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, nº8. Castellón: Asociación para el Desarrollo de la Comunicación adComunica, Universidad Complutense de Madrid y Universitat Jaume I, 57-71. DOI: https://doi.org/10.6035/2174-0992.2014.8.5.
Martínez, A. C. (2010). Una nueva figura profesional: el Community Manager.Pangea: revista de la Red Académica Iberoamericana de Comunicación, (1), 74-97.
Microsoft_Attention Spans: Consumers Insights (2015) https://advertising.microsoft.com/en/WWDocs/User/display/cl/researchreport/31966/en/microsoft-attention-spans-research-report.pdf. Recuperado el día 4 de Noviembre de 2015.
Morrison, M. A., Haley, E., Sheehan, K. B., & Taylor, R. E. (2011). Using qualitative research in advertising: Strategies, techniques, and applications. Sage Publications. Prieto Sánchez, M. D., López Martínez, O., Bermejo
García, M. R., Renzulli, J., & Castejón Costa, J. L. (2002). Evaluación de un programa de desarrollo de la creatividad.
Psicothema, 14(2). Scolari, C. A., Jiménez, M., & Guerrero, M. (2012). Narrativas transmediáticas en España: cuatro ficciones en busca de un destino cross-media/Transmedia Storytelling in Spain: four fictions searching for their cross-media destiny. Comunicación y Sociedad, 25(1).
Segarra, Toni (2009). Desde el otro lado del escaparate. Madrid: Espasa Calpe.
Ries, A., & Ries, L. (2000). Las 22 leyes inmutables de la Marca. Madrid: McGraw Hill.