Nuove Stategie, Nuovi Media – Organizzare Campagne Marketing per i Nuovi Media
di CARTOON (European Association of Animation Film)
- María Jesús Molero spiega come la pubblicità in TV sta perdendo la sua efficacia e redditività e perchè le future campagne di marketing dovranno puntare ai nuovi media come il WEB.2.0 e la telefonia mobile.
Questo articolo è disponibile in inglese.
After graduating in Marketing and Public
Relations from the Complutense University
(Madrid), María Jesús Molero gave lectures for a variety
of seminars, conferences, business schools and
universities. All her professional career has been
spent within the McCann Erickson Group, starting
from the Media Department, continuing for
a period in the creative Agency and climbing in
the ranks as time went on.
In 1987, María Jesús
joined Universal McCann Spain, where she has
worked for some of the most important advertisers,
such as General Motors, Coca Cola, L’Oréal,
Telefónica, Loctite and Clarks, among others.
At
present, she is a Team Planning Director, and
her main clients are Polaris World, Banco Caixa
Geral, Gestair and Endesa.
How has your work changed with the
arrival of Internet and the new media?
I work in an advertising company, where my work
consists at looking for the right target for a particular
project and then at choosing the media
that best corresponds to our clients’ expectations. Today, the world of advertising and the media
have become such that we have to predict which
films, trends, programmes will be the most successful. But
it is important to note that, over the
years, this forecasting has become more and more
difficult.
Indeed, the slump in advertising has made the profession
less profitable. Consumers have changed a
lot. It is necessary to reconsider ones own profession,
to think of new strategies and to choose
the new media that are continually developing. Communication is changing and it is necessary to
communicate in a different way. We need to find
another model.
What are the new rules?
Today the rules have changed. We were living in an
analogical world with communication addressing
a large mass of consumers. This time is now over. We have entered the digital era, which is leading to
a democratisation of content. The advertiser must
therefore target communities and play on affinities. We
no longer think in terms of impact, but in
terms of links, of specific connections, of emotions.
A good example is the Myspace community, which
includes more than 70 million people worldwide. To
integrate it, we need to dialogue with the consumers
and use a more personalised communication.
Which media are most used by the
advertisers and how have they evolved?
In Europe, the growth of Internet has been spectacular
these last 7 years.
To prove it, let’s take Spain as an example. In terms
of advertising, television remains the leader in
Spain. The press is also competitive, but television
has adapted to the new media with a boom in
digital television.
It is obvious that television is no longer what it
used to be. A number of factors have resulted in its
loss of effectiveness:
> Its effectiveness is down 9% due to the increase
in use of computers, mobile phones, DVDs,…
>The viewing of television adverts is down by 23%
because of devices that block them for the viewers
>The saturation of advertising on the national
channels making the programmes unviewable.
Despite all these constraints, television is still well
above all the other media. In Spain, the advertising
budget for television even increased in 2007.
Figures show that daily newspapers and magazines,
as well as cinemas are losing advertising
budgets to the Internet. The allotment of advertising
budgets is evolving. The heads of television
channels have responded by creating new slots
such as promotional TV.
Despite the rise of Internet, the market is still
very cautious. Advertising investments in television,
press and radio do not reflect the time the
consumer spends on these various media. For
example, advertisers invest twice as much in the
press than on Internet, although consumers spend
three times longer on the net. Radio has a third of
the television budget, although consumers listen
to the radio the same amount of time they watch
television.
What is the role of Internet in this change?
It is obvious that Internet has changed everything. A few years ago, advertisers had a choice between
5 national channels, 2 daily papers such as El País
and El Mundo, and 2 radio stations such as Ser
and Cope. It was much easier for the advertising
agency, who had only to choose the best media for
the product.
Today, it is necessary to reinvent what is called the
«Media Mix», the combination of different media.
In 7 years, Internet has gone from the 7th to the 3rd
place as advertising media. In 2006, Internet was
still far behind television, but its growth has been
phenomenal: there is an increase of more that
221% advertising investments on Internet, compared
to an increase of only 9% on television.
How is communication changing?
Communication must change because lifestyles
are changing. For example, in Spain, more and
more people live alone, and a home with 3 people
is considered a large family. Women are more and
more involved in the workplace, birth rates are low
and immigrants make up 10% of the population. All this changes the face of the audience.
All this leads to the fact that the consumer is
becoming more and more critical and therefore it
is necessary to turn towards 3 new media, 3 new
platforms:
> web 2.0
> mobile marketing
> IPTV
These 3 new media are the result of a number
of factors. First of all, there are 118 million web
pages today, which points to the potential of the
Internet. Buying and selling is constantly being
developed on the net; Myspace is becoming a
genuine phenomenon of society; surveys show
that blogs have more credibility than television;
and finally, web 2.0 allows communication to be
more creative and less static.
Another market that is changing is the mobile
telephone. In Spain, this type of advertising
appeared in 2007, which is relatively late compared
to other countries. It consists of a very basic
communication via the mobile phone, but it
signals an important step in the development of
this type of communication.
Does advertising via mobile phones
have a real impact on the consumer?
We strongly believe in this type of advertising. First of all, brands can communicate directly with
consumers. Also, it is a universal media. The example
of Japan is quite symbolic: the mobile phone
is used only 24% of the time for making calls. The
rest of the time it is used to download games,
to chat, or to watch audiovisual programmes.
Advertising is being developed very intensely. Consumers accept advertisings if they respond to
their desires. The advantages are numerous: the
mobile phone is not static, we carry it all the time,
it allows us to take part in TV games.
Undeniably, it is interactive and it allows results of
an opinion poll to be known practically in real time.
What is the evolution of IPTV?
IPTV platforms are growing. They allow us to
obtain information on our target market and
to run a personalised campaign. IPTV platforms
allow us to come into direct contact with the
consumers, but for that it is necessary to have programmes,
games, films: the role of the producers
of programmes is very important.
These new media have caused a true revolution in
the advertising world. Previously, the measure
for
the effectiveness of an advertisement was the rate
of sales. Today, thanks to Internet, we are able to
evaluate the effect, or lack thereof, qualitatively in
real time since it depends on the number of clicks
on such and such a web site. We can therefore make
changes by readjusting our advertising campaign.
How do traditional advertisers
see these new media?
Despite the advantages that Internet offers in
terms of follow up of the effectiveness of a campaign,
advertisers are very conservative and they
innovate little. Those who do innovate are those
who can permit it, such as Coca Cola. These new
media are therefore seen in very different lights
depending on the advertiser.
Cartoon Master Murcia, Spain, April 2008
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