Numbers > Number 14 > How advertising is changing the way to create engagement: study of the integrated campaigns of the 2015 and 2016 El Sol Festival
Study
ISSN: 1885-365X

How advertising is changing the way to create engagement: study of the integrated campaigns of the 2015 and 2016 El Sol Festival

30th april 2017
2nd june 2017

Abstract

The evolution that current advertising is experiencing, with new resources, omni-channel strategies and a better measurement capability, can also be appreciated in the creation of new methods to effect engagement. The companies have understood the need to earn credibility and to accept the new role of communication defined in the Cluetrain Manifesto, and have banked on non-conventional methods, including both the consumer and the streets in their strategies and generating a dialogue with them, so as to achieve such engagement. The integration of new marketing areas, the new communication tools, as well as those of innovation and strategic planning, are trends in the new and necessary connection with the consumer.

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