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RESEARCH, ANALYSIS & TRENDS

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