Page 7 - AeM_Aug_2018
P. 7


          2. Retargeting: A one-time advertising contact in the   2.  The  social   network  users  discuss  their
            network, e.g. with the aim to get someone to take    experiences with brands on the platforms, which
            a  test  drive  with  a  new  car  model,  is  often   means  a  part  of  the  content  of  a  brand  is
            unsuccessful. By attaching a so-called "cookie" to   becoming heteronomous. This must prompt us to
            suitable target persons, that accompanies the user   keep a close eye on social network discussions
            to all relevant internet platforms, makes repeated   to be able to react promptly and concretely.
            requests  possible  and  might  change  their  minds.
            Experienced  Internet  agencies  know  best  how   3.  A  creative  strategy,  that  is  viable  and
            often  the  same  potential  contact  can  be        recognizable  online  and  offline,  requires  a
            approached  and  when  retargeting  starts  to       creative team that can handle both "languages",
            become a nuisance.                                   meaning the traditional offline translation and the
                                                                 online diction for all kinds of uses.
         3.  Category plans, like individual TV plans, online
            plans or print plans, are a thing of the past: If   In  the  fast-growing  target  group  of  mobile  digital
            you want to plan and control the overlapping of the   users,  shopping  trips  to  the  bricks  and  mortar
            various target groups by using multiple media, you   business  are  declining,  making  “omnichannel
            must  use  connected  plans,  so-called  "cross-  commerce" the basic sales concept of fast-growing
            screen planning", that connects TV with online and   brands.  Indeed,  only  interconnectedness  creates
            makes all overlaps transparent.                   efficiency, in this case linking e-commerce with the
                                                              classic  media  and  having  a  digital  presence  at  the
       Content                                                PoS.  Business  intelligence  concepts  for  the
                                                              development of brand-specific algorithms enable up-
       Mainly  three  developments  give  the  traditional  content   to-date evaluation of all important influencing factors
       topic new relevance:                                   and are the secret of success.

         1.  The trick is to adapt a  uniform brand essence  to   This not necessarily requires budget increases, but
            the  increasingly  divergent  target  group  segments   a  smarter  use  of  innovative  tools  and  a  media-
            and  media  -  individually  and  yet  recognizably   oriented  creative  implementation.  Of  course,  if  the
            brand-specific.  The  very  different  media  usage,   competitors  use  the  same  tools,  it  is  again  the
            e.g. on a social network, a classic TV commercial   lauded   creativity   that   ultimately   determines
            or  an  advertisement,  forces  us  to  adapt  media-  success.◊
            adequately  and  always  having  brand  positioning
            on our mind.                                                                By Daniela La Marca

                                                 MediaBUZZ Pte Ltd - Independant ePublisher for Asia
   2   3   4   5   6   7   8   9   10   11   12