noviembre 29, 2011, Mielina Digital
“50% of advertising is wasted… the only problem is that we don’t know which half†such thought provoking statement was published in the Vogue Magazine in the 70’s, but is so old that no one is sure who said it for the first time, and it seems to come from 1919.
Advertising is a necessary investment in order to place your product in the Top of Mind and become known; if you offer services you need to advertise them and also to build a reputation. Press, TV and radio have been among the most popular and effective media used on that behalf.
In order to avoid the waste of media efforts, the media plan must be the result of research and knowledge of the target, this to maximize its efficiency and to ensure that most of that investment is well used and to try to avoid the aforementioned waste. Upon knowing target’s preferences we are able to locate the media that has the most impact with them.
But recently, a new player has arrived: digital media, becoming not only another important media, but changing the way we communicate with the target. The target no longer is the receiving end of our advertising, now he wants to participate, to be a part of it; let’s think about this, years ago, a disappointed customer called to the company and issued his problem with a product, maybe even spoke about that with family and friends. Now, an internet user complains on social networks, with his followers and friends, even get into the brand’s sites to protest; and at the same time they expect a response from the brand; something similar happens with an user who likes the brand, he speaks about it and feels pleased when the community manager of the brand interacts with him; he wants to be a part of the brand he likes, to have voice; and internet allows anyone to become an opinion leader.
Digital Marketing has set new rules: an online banner must be supported by an attractive website and must have presence in social networks, the ad must be in you tube, so an online community is built, also, the site must generate valuable content; but not just that, a brand must be willing to begin a dialog with the consumer, in order to solve complains and generate affinity.
Traditional media still plays an important role, which has been added a new function: as a driver to digital media, only time will tell if the driver function becomes the most important or not.
