El desarrollo y potencial de la publicidad digital frente a la publicidad impresa tradicional en Colombia posterior al año 2010

Abstract

The aim of this paper is to describe the development and potential of digital advertising. At the methodological level, a descriptive - exploratory study was used, which is used as a technique, documentary review and literature criticism, through which the behavior of the public sector is described since 2010. According to the results, accelerated growth is evident that has had publicity in recent years, according to data from the investment sector from 2015 to 2018 had a substantial increase, from $ 376,110 million, to $ 848,594 million, which shows the strong growth at the same time it has gone growing the penetration of information and communication technologies (ICT), an aspect that has been driven by state policies to democratize Internet access and the benefits that this brings, also the private sector has favored the sector with an internet service of broadband and mobile phones at lower costs that have facilitated the different sectors of the population can hire it. The competitive dynamics of mobile telephony has led operators to strengthen the offer of mobile internet, according to the Ministry of Information and Communication Technologies (2018) mobile internet especially through 4G networks. Fixed connections, and those based on the 3G network, have been favored in the public industry since we facilitated the transfer of data and every day. The factors that affect the advertisers' preference for a type of advertising are based on costs, coverage, attention, advertising in the case of digital advertising, the above is possible, you can have a greater geographical coverage. of the market, interaction is another differentiating factor of the loyalty and management of the relationship between the consumer, the company or the brand