Today we are living through a period of great changes that affect us in every sense. Marketing and advertising agencies are now at the vortex of the storm generated by the frequent changes in digitalization.
At Interaction, as a marketing and advertising agency, we face new challenges that have us rethink everything we've learned and have been doing.
The challenges remain the same, but the circumstances have changed. Our role as the advertising agency responsible for brands and businesses continues to be:
– Grow our business
– Differentiate ourselves from the competition in the market
– Generate preference for our brands
So we have to review history a bit — where we come from, analyze where we are, and from this review, draw hypotheses about where we want to go.
Where do we come from?
Looking to the past, what surprises us is how simple things were from the standpoint of marketing and communications. From the industrial revolution and then the post-war period, truly innovative new products and services began to emerge. And, alongside this supply, a growing demand for them.
To get our products known, we had truly mass media like radio, the press, and television, which let us reach with our proposals and messages a huge number of consumers who, eager for progress and consumerism, received them with interest.
Marketing agencies developed with a "full service" proposition, based on their marketing professionals understanding the needs and motivations of consumers — and from that, building successful campaigns. It was a relationship in which company owners and the main executives developed a trust relationship generated by the credibility of the publicists.
At that time, there were few metrics to measure campaign results. Generally they were based on sales generated and market share reached.
There were many fewer options and much less competition than now.
Where are we?
The world has changed. Everything became much more complex and dynamic. Marketing with its different variables, and communications, specialized to be more effective and efficient.
Marketing agencies specialized in media and public relations emerged. Audiences began to be segmented. Traditional mass media stopped being the undisputed kings for reaching increasingly elusive consumers.
Digital media broke in, and with them began to appear more segmented audiences more interested in acquiring products and services. At the same time, more and more evaluation metrics began to appear.
Today, marketing specialists talk about high-precision micro-segmentation. The ability to reach with our advertising messages almost individually to each prospect or potential customer, and with "dynamic advertising" that self-adjusts based on the possible response.
We live in a time of excessive complexity.
In an increasingly complex reality, with products that look alike, it becomes essential to generate differentiation among brands and their products.
Publications on digital marketing have become more technical, measurable, segmented, predictable… at the risk of becoming mediocre and inefficient.
Where are we going?
Myths and beliefs
Now we'll look at some myths and beliefs. We'll do it with a challenging sense and to generate "a little" controversy. Because there's no absolute truth. Everything keeps changing and we're learning along the way. But as we move forward, we get the chance to keep learning more and more.
Myth 1: Television is dead
- Fewer and fewer people are watching television = THIS IS A LIE
- With the pandemic, ratings have risen here and around the world.
- There has never been as much video content as today.
- People watch TV on different screens and at different moments.
- And the value, impact, and credibility of a good idea and production are hard to match.
- But television is only for big brands and big budgets — in other words, VERY EXPENSIVE.
Myth 2: Business is done with loyal customers
- Businesses grow with loyal, recurring customers = LIE
- NOTHING is more efficient for building a brand and business than getting the largest possible number of occasional consumers and consumers interested in trying the products of one or several brands.
- It's clear this depends on the category we're in, since it hardly applies to B2B or niche categories.
Myth 3: Short-termism vs. brand building
- We are measured by, and we measure by, results = TRUE
- However, today we know that focusing exclusively on sales promotions and immediate results IS NOT effective.
- We must find the right balance between activations and brand building.
Myth 4: Digital advertising is better
- Internet advertising is cheaper and more efficient = TRUE… only if it's well done.
- It's hard to achieve high impact and mass reach with digital advertising exclusively.
- The proliferation of channels and formats makes it harder every day to reach large audiences effectively using ONLY digital media.
- To the extent that digital is associated with low cost, it's more likely to fail.
Myth 5: In digital, everything can be measured
- Digital advertising lets you measure = TOO MUCH
- You have to know what to measure and how to do it with efficiency and precision. Establishing attribution criteria in relation to the objectives given.
- It takes specialization to do well, and not get "sold a pig in a poke."
Myth 6: The value of multiplatform
- The most efficient thing is to have a multi-media plan = TRUE
- There are as many possibilities as products and budgets, objectives, and different needs.
- Each kind of medium usually has a role to play — from television, radio, digital, social, etc. — according to brand strategy and consumer needs.
Myth 7: E-commerce is the new panacea
- E-commerce is the new channel par excellence = WATCH OUT
- OMNICHANNEL is the new reality, in which we combine the opportunities of being closer to the consumer's needs across physical and digital channels.
- It's fundamental to understand the "Consumer Journey" and put it at the center of the strategy.
Agencia Interaction | Publicidad Digital | Agencia de Publicidad | interaction.cr
We are the most complete digital advertising agency in Central America.
We offer digital advertising and marketing services. Leading-edge trends. Business growth. We are your 360 agency that delivers great results. We offer digital advertising and marketing agency services: Video Marketing, Social Media, Paid Media, Design, Web Development and App Development, SEO/SEM and Inbound Marketing.
