A new study conducted by the Federation of Associations of Advertising Companies of Andalusia indicates that new technologies are a safe conduct that guarantees the employability of professionals in the sector.

The research “Marketing and Marketing through Social Media. The future of Advertising 2.0 “carried out by the Federation of Associations of Advertising Companies of Andalusia (FAEPA), financed by the European Social Fund, the Andalusian Employment Service and the State Public Employment Service, has had the participation of 432 workers in the advertising sector in Andalusia.

The study, which affects the workers of advertising and market research companies of 4,274 companies that bring together approximately 8,594 workers, has conducted a survey of the present and future of advertising in Andalusia.

Clearly, the Internet space and Social Media are exerting an influence on the advertising companies that have opened new niche markets. In fact, more than half of the workers surveyed have taken training courses related to new technologies in order to improve their employability and adapt to the new requirements established by companies.

Specialization is a feature highly valued by companies seeking professionals who know the new technologies applied to advertising and who know how to integrate their functions within the company in social networks.

Regarding the specific software tools that are used in the work environment of workers, the study shows how there continues to be a high use of those that relate to classic graphic design that coexist with more sophisticated software related to 3D or programming. mobile devices with great portability. Some data that join the interest for applications aimed at virtual environments and Social Media.

One of the statements of the study states that the “web and networks, lead us to glimpse a significant gap between current trends in the field of advertising creation and the reality that is still living in the workplace by a large part of Workers”. Therefore, we must continue advancing in this technological adaptation to achieve a change in the professional profiles demanded by the sector. “The Andalusian companies face an important challenge: to improve their productive systems oriented to online advertising. Hire more and better professionals who direct their work specifically to this medium. ”

According to the study, a look at the future of the new profiles intensifies the presence of the figure of the community manager, the content manager or the facilitator, who are still not very relevant in the companies and, undoubtedly, the trend will make their value, a necessity .

The figures show that the volume of work for comprehensive campaigns for the Internet is still scarce in Andalusia, but the tendency to change is clearly evident, since the workers themselves (in almost 65% of cases) point out that there have been changes in the companies because of the online phenomenon.

The so-called 2.0 advertising that integrates the Social Network as a work space for the advertiser, where to direct the attention of users and achieve a high ROI for the advertiser, is configured as a reality that will become increasingly intense.