El quiebre de la comunicación publicitaria en la transformación digital
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El documento discute el cambio en la comunicación publicitaria debido a la transformación digital. Explica que los negocios ya no son locales sino omni-canal, y que los consumidores ahora pasan más tiempo en dispositivos móviles que en otros medios. También señala que es cada vez más difícil captar la atención de los consumidores y que las estrategias deben centrarse en el valor en lugar de los precios. Finalmente, concluye que este cambio digital representa una gran oportunidad sin precedentes.
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El quiebre de la comunicación publicitaria en la transformación digital
- 1. EL QUIEBRE DE LA COMUNICACIÓN PUBLICITARIA EN LA TRANSFORMACIÓN DIGITAL ivan.eblagon@dabadoo.com.ar ESTAMOS EN UNA OPORTUNIDAD SIN PRECEDENTES?
- 5. ivan.eblagon@dabadoo.com.ar QUE VENDEMOS, CUANDO VENDEMOS
- 7. QUE VENDEMOS, CUANDO VENDEMOS ivan.eblagon@dabadoo.com.ar
- 8. QUE PASA CUANDO EL MERCADO SE DEPRIME? Si todos los días estamos discutiendo precios… estamos en un NEGOCIO de PRECIOS… Si todos los días estamos discutiendo estrategias… estamos en un NEGOCIO de VALOR… ivan.eblagon@dabadoo.com.ar
- 9. ivan.eblagon@dabadoo.com.ar Cada vez es más difícil lograr la Atención de los Consumidores…
- 10. Las personas son (somos) omni-channel ivan.eblagon@dabadoo.com.ar
- 11. Las personas vamos hacia Mobile Source: Neilsen Sept. 2013, eMarketer Sept. 2014 Radio Television Digital Mobile 1950 1960 2000 2010 ivan.eblagon@dabadoo.com.ar
- 14. Las Personas tienen vidas Los Locales tienen productos
- 17. 9 DE CADA 10argentinos compró alguna vez online 5 DE CADA 10 compro en los últimos 6 meses Argentina ivan.eblagon@dabadoo.com.ar
- 18. ivan.eblagon@dabadoo.com.ar QUE VENDEMOS, CUANDO VENDEMOS A QUIEN LE VENDEMOS CUANDO VENDEMOS?
Notas del editor
- Destination marketers (focused on the Dream stage) spend most of their working budget on broad-reach, brand advertising, particularly print (magazine) and TV. In fact, the Top 10 U.S. states in terms of tourist volume spend 45% of their media budget in Magazine alone. (Source: Kantar Media, 9/2010.) However, the media landscape is in tremendous flux. In particular, smartphones and tablets are not just changing the way people book, they’re even more of a growing force in travel research itself. This year 50 MM people in the US will research travel on their smartphones. (Source: eMarketer, 5/2013.) That’s 36% of online travel researchers. (Source: eMarketer, 4/2012.) And by 2014 tablets will overtake smartphones as the primary mobile device for travel research. And traditional media is in flux as well. In particular, while CVBs tend to spend most of their media budgets on print and TV, those channels have become increasingly fragmented. The result: it’s even harder for destination marketers to reach travelers. For instance, magazines, the workhorse of most CVB media plans, continue to see readership declines. In April Adweek reported U.S. unit sales were down 11 percent to 354 million year-over-year. (Source: Adweek, 4/2013.) And print in general continues to constitute less and less time spent with media over all – down to about just 5% in the U.S. last year. A 4 point drop in just 3 years. (Source: eMarketer, Sept 2013.) Additionally, many CVBs turn to TV to generate awareness and consideration, yet TV ad campaigns in the U.S. today deliver considerably less reach than they did in 1997, even though TV viewing is at an all-time high. Fifteen years ago, a heavy national schedule with average frequency would reach 80-90% of its target audience in three weeks. Today, most heavy multiweek national ad campaigns are lucky to reach 60% of TV viewers in their target audience. Twenty years ago, the average American household had access to 28 TV channels, and brands like Fox, Nickelodeon and TNT were babies. Today, Americans have 165 channels and watch networks like Military Channel, Investigation Discovery and BBC America. Twenty years ago, in an average week, there were hundreds of shows with a rating of 10 or better. Today, there are scarcely more than a dozen. Today, it takes four to five spots to deliver the equivalent media weight of one spot 15 or 20 years ago, and eight to deliver as much reach. TV's ability to reach a lot of people in a short period of time, and to do it efficiently, is what has historically set it apart from all other advertising media. It is why national brand advertisers have to plan and buy it first and why TV has historically received the dominant share of brand expenditures. Neither radio nor print nor out-of-home -- nor even the internet -- has the capacity to efficiently deliver multiple effective advertising messages to tens of millions of target consumers in the space of a few days or weeks. (Source: Advertising Age, 2/2012.)
- Before we jump in, let’s take a moment to level-set on what we mean by omni-channel. Today’s path-to-purchase is non-linear and always-on and your consumer touch points have exploded. Omni-channel marketing puts people at the center. In this evolving landscape, your customer and digital strategies are no longer separate issues. Digital is fundamental to the entire business – both in and out of the store.
- Consumers are shifting their time from channels traditionally used to drive awareness of your products and promotions. Mobile is now a core part of the shopper journey and mobile content should enhance the in-store experience - before, during and after they shop With the rapid growth of mobile, customers are more empowered than ever. But when leveraged correctly, marketers can be closer to their customer than every before.
- At Facebook, we’ve tried to make your lives a little easier by building measurement systems around people. In a cookie-based world, you would know who Samantha is on her laptop, but you wouldn’t necessarily know it was the same person across tablet and mobile. [CLICK] People, not cookies, is an underlying principle that we’ve used to build systems for retailers to accurately measure the effectiveness of their marketing spend. Only a few digital publishers have a registered relationship with consumers offering a persistent connection to their audience. And Facebook has the largest addressable audience.
- In a world where seemingly everything is commoditized, there’s increased pressure to deliver new features, new innovations. New reasons for people to purchase your products. And while products have features, people, have lives. Adapting to people, their lives, and what matters to them, that’s what will make a difference.
- Media used to be one way, at one point in time, to a mass audience. Now, it’s a conversation, that can matter to people at every point in time. We have the opportunity to time and tailor our messages for just the right people on mobile. And those people are on large, people-based platforms, discovering content that matters to them in feeds. This is NEWS FEEDS, not news papers.