Martí Manent, president of AECEMD-FECEMD

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Christmas is here and with it the consumerist spirit in Spanish society. According to data from the consultancy firm Deloitte, the average budget in Spain for Christmas shopping will be 910 euros, 4.3% less than the previous year. This expenditure is divided into three sections: 357 euros on gifts, 367 euros on food and drink and 186 euros on leisure outings. From the Spanish Association of Electronic Commerce and Relational Marketing (AECEM-FECEMD), Martí Manent, president of this entity, talks about the evolution of electronic commerce in our country, an activity that has not reached its peak in our country and that is beginning to make a place for itself in the media plans of marketing and advertising agencies.

How can it be explained that in a crisis situation, a sector such as e-commerce continues to grow and create jobs?

E-commerce has enormous potential for a number of reasons. Among all india mobile number and email database provider others, it is a more cost-efficient sales channel than any other traditional sales channel. It also allows for easy and quick comparisons between all competitors on the market, making it easier for consumers to choose.

How has the emergence of e-commerce in our country changed the traditional concept of marketing and advertising that companies usually use?

E-commerce and the Internet in general have changed the media plans of advertising agencies, by having a channel in which it is much easier to segment and measure results, compared to traditional mass media. Not to mention that marketing and advertising on the Internet is infinitely more economical for companies. On the other hand, the Internet has an interactive component that allows for virality, one of the most effective tools in modern marketing.

How is the emergence of these new technologies influencing marketing professionals? How do you assess the emergence of phenomena such as social networks or Web 2.0?

Marketing professionals are retraining and helping to develop the Internet as a relatively new means of dissemination. Nowadays, it is impossible to think of any type of campaign without using the Internet in the media plan. In addition, the online channel is evolving rapidly and phenomena such as social networks are proving to be a channel of interaction with the customer that is closer than any other we have ever known. The potential of the social network is a fact and brands are learning to monetize its use, not only improving and strengthening the brand image but also managing to attract customers to products with higher conversion rates than any other medium has ever known.