Marketing and advertising vertical portals on social media

Abstract

The growth of Internet and, in particular, social platforms as spaces for companies and institutions to implement marketing, communication and advertising strategies has been accompanied by the development of various web pages with information and content specializing in this topic. The goal of this article focuses on the study of the major marketing and advertising vertical portals in Spain, analyzing published news, on the one hand, and its presence in social media, on the other. The hypothesis highlights that news related to digital marketing, online advertising and social media are the ones which take more space up on both, websites and spaces in 2.0 platforms of these portals. The method is based on documentary research of both, academic and professional publications, as well as the analysis of case studies of major marketing and advertising vertical portals. The results prove the popularity acquired by these portals between social media users, besides the importance that news related to social media currently has in marketing, communication and advertising field.