Marketing Strategy
The success of an online campaign is not in the volume of investment, but knowing to leverage the Internet.
The advertising is a sector whose investment the Red grew at breakneck speed during the period 2005-2007. In Spain, for example, invested 310.5 million euros of in 2006, representing a growth of 91.38% over the previous year. As 2007, closed with a superior investment to 500 million euros .
These and other data II emerged in the Interactive Advertising Meeting, held last week on the campus of IESE in Madrid . The event was organized for e-business Center PwC & IESE e Spain IAB (Interactive Advertising Bureau ) and coordinated by the IESE Professor Xavier Oliver , bringing together experts of online advertising, which assessed the impact of interactive advertising in various fields : cost of campaigns , actual sales, the brand or loyalty, among other things .
Jaime del Toro, commercial director ElMundo.es detailed the different types of online advertising: the indirect response - email marketing and instant messaging - the direct response - marketing and direct sales results, SEO, SEM or cost per click -, and display advertising - in sponsors of home pages , segmentation of content , social networks and blogs , and integrations and infomercials.
The success a online campaign lies not only in the volume of investments , but able to take advantage the Internet tools that puts the scope of all . In this same line intervened through videoconferencing , Shuman Ghosemajumder , Business Product Manager, Trust & Safety of Google , Who explained the advertising resources that your company offers .
More on TV retentive
Advertise in Internet is a stimulus for sales, becoming almost a fundamental pillar for brands, not only for the volume of investment , but also as the catalyst a new relationship between businesses and consumers . In this line, Ana Arroquia , director of marketing Spain Dove (Unilever ) analyzed the "Dove case" and said that thanks to the Internet , the product could reach more people and more expensive than the television.
For its part, the moderator this meeting, the CEO of OgilvyOne and Jordi Barcelona Urbea OgilvyInteractive stressed the defense of creative Internet by ensuring that there in it more retentive than the television message.
It was not the only case that analyzed during the day . Carlos Homedes , CEO of Nike Iberia, presented the "case Nikeplus " which explains how the sports brand coupled with Apple in 2006 to present a new concept of running - initiative that was attracting the attention of young , while linking sport and music .
This campaign was beyond the product, and created a virtual community where each customer can control their races and exchange views with other members . In this way ' Nikeplus is developing customer experience, ie, he wants to hear what the consumer wants to please "said Homedes . The
prospects of future are encouraging for advertising in Internet ; Marcel • lí Zuazua concluded: " We are in a new era of digital change means a change you can already feel success thanks to of YouTube, iTunes and new forms of interpersonal communication like Messenger. All these changes have transformed, too, the audience and so that the advertising reaches consumers ... and not a uniform mass , but the audience has atomized .
Original Note: Internet mark the passage of the current advertising
Source: Altonivel.com.mx
www.altonivel.com.mx
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