David Tiltman, director de Contenido de Warc
According to Warc’s Toolkit 2017 report, marketing effectiveness requires the right balance between close targeting and mass reach, and between short and long-term strategies. “The big-picture issue is close targeting (via digital channels) versus mass reach – and a number of Fast-Moving Consumer Goods (FMCG) brands have concluded that a renewed focus on reach will drive sales growth” said David Tiltman, Head of Content at Warc in a press release. Toolkit 2017 report – in association with Deloitte Digital- identified six key insights that will impact marketers in this trend, which are: Major FMCG advertisers are pulling back from granular targeting; short-terms weakens links between creativity and effectiveness; digital platforms are making TV more effective, studies suggests that digital platforms can be used to make traditional media more powerful than they used to be; mainstream channels are fighting back in the effectiveness ‘arms race.’ Studies have shown that media as radio or newspaper still are effective in its ability to extend the reach of brand campaigns; and, social sites are starting to focus on business outcomes, for instance, Facebook has openly criticized some of the measures marketers are using on their network (and, by extension, other social platforms), focusing on research that links advertising exposure on Facebook to sales increases. “At a time when businesses are talking about ‘digital transformation’, marketers are ideally placed to engage with customers in new ways across emerging touchpoints in a more informed manner” added Jason Warnes, Digital Marketing Partner at Deloitte Digital. A Warc webinar on effectiveness in the Digital Age will take place on Wednesday, February 22nd.
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Warc y Deloitte Digital identifican seis tendencias claves en mercadeo para 2017
Warc anuncia la nueva edición de los Premios a la Innovación 2017
