AccionMK developed and presented the study on the characterisation of andalusian companies in the advertising, marketing and communication sectorat the congress IMEX. Extendawith the intention of supporting the Marketing, communication and advertising sectoroffers this research to any individual interested in its study. Manuela AránegaThe study was presented by the manager of AcciónMK, and is described in detail below.
The objective is to gain an insight into the reality of the Advertising, Marketing and Communication sector in Andalucía and their internationalisation potential. The methodology applied was as follows:
Multi-method research with primary and secondary sources.
- Quantitative (CAWI + CATI)
- Qualitative ( Focus Group + Delphi Method)
Sample with 99% confidence margin
- Universe: 11,525 companies
- Sample: 3,361 companies.
We begin with an X-ray of the Andalusian sector.
The 35% of the companies in the sector are Advertising Agencies.. 21.56% of the companies in the sector are dedicated to photography. The third most common type of company in Andalusia is the Design and Creativity Studio.
The 8,23% of companies in the sector are Marketing Consultants.
The top 3 services offered by the sector are as follows:
• El 21% of the companies in the sector offer graphic design (packaging, graphics, signage, etc.)
• El 15,6% of companies in the sector offer photography services.
• El 15,4% of companies in the sector offer a web design service.
Regarding the distribution of the companies in the sector in Andalusia, Malaga is the city with largest number of companiesspecifically 3,432 companies (29.7%). Seville follows closely behind with 2,988 companies (25.9%). Huelva ranks last in terms of the number of companies, with only 357 (3%). In total, there are 11,525 companies in the Advertising, Marketing and Communication sector.
The 65.4% of these companies have not internationalised their business.. However, 34.6% of companies have carried out some form of internationalisation:
• El 11,2% has carried out projects of implantation abroad.
• El 10,3% has actively promoted and exports of services to other countries
• El 13,1% has received one or more international customer orders sporadically.
Companies carry out various actions that allow them to sell abroad. Of these actions, the 33.3% of companies carry out SEO positioning in order to be able to sellby ranking high in organic search engine rankings. 31.7% do so through suppliers located in the country of destination.
The services that consume the most abroad and are therefore internationalised, are Consultancy and Communication Strategy services (23.9%); 22.4% are Corporate Image Management services; 22.4% are Editorial Design services.
If you are interested in furthering the knowledge developed in this research, please contact us by email: info@accionmk.com, indicating that you would like to receive the full study.
