Advertising
agencies are now going digital. It is not a specialization any longer, but an
essential element in an advertising campaign. In BBDO Guerrero, they point out
that there is a need for a team for digital marketing, so that the different
plans are in line with one another. It is also important that they mix their
IMCs with traditional media and the use of digital media, which are mobile and
Internet usage. The coherence of the ideas is also a must, so as not to make
consumers confused about the product or service being offered. BBDO Guerrero
also stresses that all media are now connected. The ability of consumers to
multitask would mean that there must be a digital aspect to everything.
With
everything said, digital media is not cheap. It takes a great amount of time to
utilize digital media to make sure that digital campaigns work. Moreover, when
an advertising campaign is a hit, the mass is going to talk about it. It is not
an easy task to do.
BBDO
Guerrero also says that an effective media tool in the Internet is an
interactive tool, wherein consumers continuously engage in a brand’s website. A
plain website giving information is not at all effective. BBDO Guerrero also
mentions that the next big thing is still television. People are still watching
television, and the numbers are rising. Perhaps the people below the poverty
line, who could not afford to get Internet services yet, cause this phenomenon.
The Philippines’ population is made up of a bulk of poor people, but since the
television set is getting cheaper and cheaper, some of the unfortunate could
afford one.
The partnerships
with online games by companies are also an effective strategy because, in a
way, the brand interacts with the consumers. For example, the Facebook game
Sims Social was used by Dunkin Donuts to promote their brand. If companies can’t
partner with existing games, they make one of their own. Also, the value of
fans for a page is zero. No interaction exists at all, and the company only
attained little exposure.
A company
has to utilize digital media to compete in an industry. Digital media really
gives an edge to a company. But the company and the ad agency merely need to
know how to utilize it.
0 comments: