La publicidad no termina de llegar a los nuevos medios
Esa es la advertencia de un estudio que recoge Advertising Age: los responsables de marketing no terminan de ver la utilidad para sus estrategias:
The advertising industry’s ROI-driven attitude is why many marketers are wary of using new media/CGM, Mr. Hass said. «ROI is a convenient explanation for not engaging consumers in a very meaningful way,» he said. «They’re not spending money on new media. This is happening at a time when CGM is exploding as far as impact.
Pero parece que no está todo perdido:
Half of the survey’s respondents said they spend 10% or less on new media/CGM. But as competition for consumers grows, one of the best ways to market to consumers is to let them have a say, Mr. Hass said.
«Whether you like it or not, people in these spaces are helping shape brands,» Mr. Hass said. «We’re in an age that is shaped by us. Companies and brands need to give control over the direction and identity of their brand. The primary way to give more control is by embracing CGM.»
¿Una cuestión de algo más de tiempo?
