On March 12, the congress was held in Madrid The future of Advertising . The day, focused on the world of advertising and marketing , brought together more than 400 professionals from the sector around the conferences and round tables.

It was discussed in most of the presentations about everything related to The internet, technology and social media and how this has changed the world of advertising in recent years and will continue to do so in the future.

During the congress, for example, they talked about how the media agencies They have evolved from playing a role of buying advertising placements to moving in an environment of management and analysis of a large amount of data, to know at all times what it is that can give more value to the customer.

Regarding social networks, Vicky Nieto of McCann Worldgroup opted to indicate that the future of advertising is not just social media. For her, the job of advertisers is to rediscover traditional formats relying on new technologies.

And it is undoubted that tablets, smartphones and social websites have caused a profound change in the way in which brands interact with consumers. Most of the speakers agreed that the advertising of the future will be what the consumer wants . For this, it is of great importance to generate emotional links between end customers and advertisers and that the relationship is equal to equal. In today’s world it is no longer possible to try to convey a brand image diametrically opposed to the practices of the same in reality, so marketing, advertising and corporate responsibility programs go more hand in hand than ever.

In short, all the professionals present at the congress seemed to be clear that it should be “pay more attention to everything, because finally everything is communicated. We are facing a paradigm shift. Why not in the future brands will have three income statements: economic, social and environmental?



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