DECIPHERING

The challenges of communication in the digital world

Advertising investment in digital media continues to grow at very high levels, more and more companies are considering this medium as an alternative in their communication plans.

In the case of audiences, we observe that there are social networks and portals that are beginning to reach maturity stages, so we see how they are migrating to mobile devices, as it allows them to be closer and more active with the target audience.

I believe that the main characteristics of digital marketing are: the ability to measure audience behavior and a good cost-benefit ratio. In the first one, it is possible to determine how the audience interacts with advertising stimuli: time, moments, number of times, etc. And in the second, the flexibility of the platforms and the level of segmentation allow both large and small companies to access with their budgets.

The level of sophistication to which digital platforms have reached is very high, directly attacking the weaknesses of traditional media, where the main one is the measurement of the impact of campaigns almost in real time. However, digital advertising still has great challenges to handle:

Creativity "very personal for many": networks are still of very personal and intimate use, as well as navigation in general, this was the essence that allowed it to grow quickly, therefore the creative strategy of communication must seem very personal for many, which plans new dilemmas to solve, then the identification of insights (fresh, relevant, yet not obvious, consumer learning) transversal and deep where everyone considers that you are talking to them individually becomes very relevant.

From Clicking to Understanding / Awareness of the message: the multitask consumer is already a fact, therefore clicking on an ad does not mean that you are being aware of its message, and only understanding and experience are what triggers a future purchase behavior.

And finally Relevance: digital advertising has already found a way to be relevant, that is, when the consumer is open to receive information, now it is time to be relevant in its message both in the way it is delivered and in the background (does it solve any need or desire?)... this brings us back to the knowledge of the consumer/audience, but this time in its digital "mood".