The boom in adblocking systems and the growing interest of consumers for services that allow access to content without advertising show the clues to understand a new reality and how it is impacting things. Consumers find ads less and less attractive and, in addition, they are being increasingly active in directly blocking or eliminating this type of content. They are fed up with advertisements (and the reasons for this are very varied) and are eager to remove them. The ad has become, rather than a recurring and habitual background element, something that annoys and arouses a certain satiety.Therefore, brands and companies have to be able to find alternative routes and new ways to reach consumers. They have to be able to continue advertising and to continue connecting with their potential buyers in an alternative, different way, other than the one they have been using until now and that consumers have already gotten bored. This implies doing a new positioning job not only for multinationals, brands and all kinds of advertisers, but also for the media that were supporting those ads.”

Traditional television continues Finland WhatsApp Number List its decline, digital is increasingly being blocked,” Marc Pritchard, Procter & Gamble’s chief brand officer, told Business Insider in an interview at the World Economic Forum in Davos. Consumers, in conclusion, now have more weapons than ever to not receive advertising messages from brands and companies, he explained, which means that companies have no choice but to reinvent what they do and the way in which they they do.As the manager points out, they have to “reinvent our media” using alternatives that better connect with consumers but also based on the growing concern for privacy. “So we give them the ads they want, when they want them,” he noted.In general, companies have to – to survive this unfriendly environment with advertising and the new ways and interests of consumers – to be more sustainable and use much more technology, both to design their products and their marketing strategy. positioning. But not only that.New forms of content Those are not only the avenues they are following to connect with consumers.

In fact, two big playing fields could be pointed out that companies are assuming and that they are using in particular. The first of those avenues is content creation. If consumers are on other types of platforms, after leaving TV, brands have to go as far as they are, which in this case also means changing what is done and when.In other words, in the world of streaming and on-demand content, you can no longer simply launch ads like the ones you used to, but you have to start positioning yourself with tailored content. Proter & Gamble has signed a leading content company in the United States to create tailored content for these media linked to some specific brands in its portfolio.Make it clear what you thinkThe announcement of Gillette , surrounded by his controversy and debate, is the latest example of this field.

Gillette belongs to Procter & Gamble, although this particular giant is not the only one trying to mark its position with consumers by pointing out what it believes in. In fact, it is the norm almost in the campaigns of the big brands, which in recent years have been pointing out positions and beliefs.Brands have to have ideals, values ​​and make their points of view clear. “The younger generations, in particular, are looking at the ads from a different point of view,” says the live. “They are looking for ads with a point of view: what does this brand stand for, who are the people behind it?”Of course, ideals are, for brands, one more economic element. Consumers look for the ad when it hits the market, they share it and, when the final moment comes, they buy the products linked to it.

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