Post by warner123 on Feb 27, 2024 6:44:24 GMT 1
A new IBM study, entitled “Beyond Advertising: choosing a strategic path to the Digital Consumer”, conducted on over 2800 consumers in 6 different countries around the world, highlights a large discrepancy between those who deal with advertising and those who own the contents to be conveyed and who distributes them to agencies and the media. The study, carried out jointly by the IBM Institute for Business Value and IBM Global Business Services Media and Entertainment, clearly shows how consumers of the digital age, who can now be defined as active subjects and no longer simple recipients of advertising messages, are grew at a rapid pace, much more than what was predicted by the forecasts of a few years ago.
In order to be effectively reached with advertising messages, this Uruguay Mobile Number List new target of consumers needs to receive content expressed in innovative forms, with adequate means that respond to their needs. If the market is not able to adapt to new trends by applying new models, the very marketing strategies and consequent development of companies will be at risk. We must therefore become effective very quickly, deploying new "digital" capabilities and skills: cross-platform innovation, greater overview, more open and widespread collaboration and, obviously, digital processes. In particular, the IBM study highlights three different emerging trends: 1) the growing influence of the "attentive" digital consumer. This change requires clearer profiling of the consumer, who chooses the advertising messages of his interest and consequently greater personalization of the advertising message itself.
The growth in interest aroused by social networks is well known, the adoption of which almost doubled between 2007 and 2008 (going from 33% to 60%), as well as by the possibility of accessing music and videos online (even quadrupled, with a passage of use from 7% in 2007 to 35% in 2008). 2) a shift in the destination of advertising investments: new media, new tools, new messages. This aspect is fundamental and is what is determining the push that is leading those involved in advertising to take note of the potential of the Internet and the Internet as a new space/means of communication. The trend, which already began a few years ago, is destined to grow and the data fully confirms this: 63% of CMOs globally expect growth in online advertising communication, while 65% of them are certain that traditional forms of advertising are destined to decrease. 3) transition to "brand-actional" communication.
In order to be effectively reached with advertising messages, this Uruguay Mobile Number List new target of consumers needs to receive content expressed in innovative forms, with adequate means that respond to their needs. If the market is not able to adapt to new trends by applying new models, the very marketing strategies and consequent development of companies will be at risk. We must therefore become effective very quickly, deploying new "digital" capabilities and skills: cross-platform innovation, greater overview, more open and widespread collaboration and, obviously, digital processes. In particular, the IBM study highlights three different emerging trends: 1) the growing influence of the "attentive" digital consumer. This change requires clearer profiling of the consumer, who chooses the advertising messages of his interest and consequently greater personalization of the advertising message itself.
The growth in interest aroused by social networks is well known, the adoption of which almost doubled between 2007 and 2008 (going from 33% to 60%), as well as by the possibility of accessing music and videos online (even quadrupled, with a passage of use from 7% in 2007 to 35% in 2008). 2) a shift in the destination of advertising investments: new media, new tools, new messages. This aspect is fundamental and is what is determining the push that is leading those involved in advertising to take note of the potential of the Internet and the Internet as a new space/means of communication. The trend, which already began a few years ago, is destined to grow and the data fully confirms this: 63% of CMOs globally expect growth in online advertising communication, while 65% of them are certain that traditional forms of advertising are destined to decrease. 3) transition to "brand-actional" communication.