It is no secret that marketing has been transformed over the years, from traditional media marketing to digital marketing, but digital marketing itself has been turned on its head, especially in the wake of the pandemic, it is estimated that the evolution that was expected in terms of technological advances over 5 years was accelerated to such an extent that it was achieved in the first year of the pandemic.
Digital marketing has impacted the way in which media or agencies advertise and reach their target audience. Companies are no longer reliant on print, radio or TV ads, they now have the opportunity to use different online platforms, in a wide variety of formats, to reach more people in a much more expedient way.
Source: Statista Advertising & Media Outlook (USA, % Spent/years)
Another change that has become evident is personalisation. Thanks to big data, it is possible to collect a large amount of information, which makes it possible to understand the consumption pattern of customers, what they like, their preferences, in order to profile and segment the message in a much more specific way, achieving a greater impact.
Media agencies have had to adapt to the new ways of advertising, they have had to reinvent their strategies to more efficiently connect brands with people, for this they have had to leverage omnichannel to have greater impact.
The transformation has not only been external, but also internal. Different roles have arisen within organisations in order to meet the needs of the market, where each one is an expert in their area of action, and together they form a team of creatives, strategists and analysts, who provide customer-facing solutions in order to stand out in this avalanche of information.
This sector has not only had to focus on creating/placing content, but also on keeping up to date, to stand out in different niches, making use of the various platforms, each with different characteristics and ways of operating, and dynamic audiences. They have had to adapt over time and, at the same time, understand the new consumer, how their loyalty operates and what the brands’ desires are.
Without a doubt, it has been and will continue to be a challenge, however, we are in an era where change is constant, technology continues to advance by leaps and bounds and it is necessary to ride the wave to stand out and endure over time.
At NewCom Horizons we value and understand the power of transformation, that’s why we have a multidisciplinary, professional and up-to-date team to offer you not only a good service, but also a current, modern and cutting-edge approach in each of our areas of action.
Are you ready for the new challenges of AI? We at NCH definitely are!