DIGITAL COMPETENCES IN THE ADVERTISING SECTOR IN ARAGON (SPAIN)

Abstract

The changes in the advertising sector, caused by the emergence of new technologies, have been decisive both in the appearance of new professional profiles in the communication areas of the advertizing companies and in the profound transformation that the way of working of the companies has suffered providers of these services. In Spain there is a progressive reduction in human resources dedicated to the communication departments of companies and a tendency for advertising management to be shared among several people or departments. In addition, the technology provides tools that facilitate the management of the advertising investment of the company, reducing the perception of the value of the intermediaries between it and the media, the agencies. The research that we present analyzes the digital competences that are valued in a provider of advertising services by advertisers operating in Aragón (Spain). This study is therefore based on a descriptive and exploratory analysis of supplier-client relationships in the communication services sector in the context of the local Aragonese market. As a methodology, we have used the interdisciplinary triangulation model applying different techniques to both advertisers and agencies. Our conclusions indicate that personal talent and the ability to create an efficient social network are the resources that make the difference and that the effectiveness in management is decisive when selecting an advertising agency by companies.