Today, marketing is drawing heavily on technology to create much more complex processes: we can automate scenarios that previously required a large staff to watch and monitor whether certain actions were taking place.
Juan Martín Vaz holds a bachelor's degree in Communication Sciences, an MBA, and a certificate in management. He is a digital marketing manager and consultant; he currently serves as audience manager at the newspaper El País.
When he chose to study communication, he did so to focus on the artistic side—music and audiovisual media. But as his studies progressed, he discovered that he was also interested in advertising, so he learned about marketing and realized that he liked “that connection between communication and business.” “Later, I began to incorporate the technological aspects of digital marketing and see how I could, based on communication and my understanding of business, start to influence commercial results.”
Regarding the role it plays today, he explained that the main task of a Hearings Department is:
- “understanding what our audience and our customers want, what they consume, what habits they have, what they expect from us, and what they do and don’t like”;
- based on that, “create segments, with content or advertising.”
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What did the digital transformation—accelerated by the pandemic—bring to light?
https://www.youtube.com/watch?v=Su0kaeSxOVg
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When it comes to managing audiences, what role does a communications professional play?
https://www.youtube.com/watch?v=7ASAfTeC6lo
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Is the job market in need of new communications professionals?
https://www.youtube.com/watch?v=j5rs67Mn5sM