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Rapporto industria: Digitale

Nuove Stategie, Nuovi Media – Organizzare Campagne Marketing per i Nuovi Media


- 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.

Nuove Stategie, Nuovi Media – Organizzare Campagne Marketing per i Nuovi Media

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.

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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

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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