If we talk about audio content strategies, we are not saying nothing new. Before the coming of TV, radio was one of the principal mass media and with radio plays or soap operas, among other show formats, audiences remained captive. In an era of visual exhaustion, audio is becoming more important and it’s fundamental for brands to recognize its full potential in order to offer an even more integrated experience to their followers and customers.
It’s fundamental for a company to have the best talents to achieve its business goals, people who live and breathe the company’s culture and philosophy and who, after all, seek progress, both individually and for the business. The reality is that other companies are in search of those same talents and that’s why having a strong employer brand is a key business differential to seduce and attract the right people.
Personalization is like the holy grail for marketers. The possibility of knowing the desires or needs of our target audience to make the ads or experiences as relevant as possible is the ideal goal for marketing… but what’s the limit? How far are we willing to go and how far are users willing to accept this type of ads or experiences?
For better or worse, digital has changed our lives. Shopping, watching TV series or traveling have been altered and during this process, we’ve become more intolerant beings. Attention span has evolved and brands must find the most appropriate ways to keep attracting users’ attention. Welcome to the age of digital anxiety.
Celebrities have been sponsoring brands or products for a long time. In the digital ecosystem, some content generators have become the new form of “celebrities” and they’re an important resource to promote certain products or services. The challenge consists of analyzing if this type of strategy is useful for our advertising goals, and if it is, how to find, choose and contact these social media celebrities, the so called influencers.
Luxury brands and marketing for high end customers are in a challenging situation. Like any other kind of business, they have to find their right audience and connect with them at specific times with the right messages. But when that audience is elusive, and belongs to specific niches, the process to reach them becomes harder.
The present and future of all industries will be affected by artificial intelligence and more specifically “machine learning”. A paradigm shift implies finding new answers to the usual questions and even thinking new questions that we never would have thought of asking. Another paradigm involves cognitive changes for marketing agencies and for all those who are part of them.
A golden rule before thinking about any communication strategy is to define our target audience precisely. If this first definition is correct, the “what” and “how” of the communication plan becomes a simpler task.
New year, new challenges! In a constantly evolving world, agencies are forced to train and learn new capabilities to cope with clients’ needs and suggest the most appropriate ways to reach optimum results. Agencies must have the tools and knowledge to face 2018 in the best possible way. So, what are we looking forward for this year?
Even though the growth of online ads is an unstoppable trend, it doesn’t necessarily mean it’s a better advertising platform than, for example, the television. Each platform or channel has its own advantages and disadvantages and it’s critical for marketers to learn about each one of them deeply to choose the most appropriate way to carry out the advertising strategy and achieve the marketing objectives.