Brands and companies have several ways to connect with their consumers and to convey the key messages they want to share with them. Among all of them, advertising is the great queen, because it is the one that allows reaching consumers in a broader, more ambitious way and that breaks down the barriers of ignorance. It is the one that often helps the consumer to know that this brand directly exists.But, at the same time, advertising is becoming a kind of drag, something that consumers see with increasingly worse eyes and in the face of what they are more and more critical. The ads – due to the abuse of the use of advertising and their increasing and increasingly annoying presence – have made consumers not only have no problem in ignoring them, but also that they are quite proactive when it comes to blocking them. .The usage data of adblocking systems worldwide was used as a kind of meter to verify this reality and to understand the level to which we had been fed up with advertising content, but the truth is that it is not the only data that shows it and it is not the only behavior that puts traditional advertising in danger.The fact that consumers are increasingly enthusiastic users of services such as VoD portals, which allow access to television content without also having to watch advertising breaks, makes the state of things clear. As more viewers watch audiovisual content on Netflix or HBO, they are losing ad viewing time.Marketers should start preparing for an ad-free worldIs this the beginning of a radical change? Does the idea of ​​a new frontier mean that big brands first and then companies of all sizes will have to conquer?

There are those who already Dominican Republic WhatsApp Number List think so and those who are sure that companies have to work to position themselves in a future market in which there will be no advertisements as we know them today.The future without adsProcter & Gamble chief brand officer Marc Pritchard already believes that the future will go in that direction and has already warned that marketers should start preparing for an ad-free world . “I would say that the days of advertising as we know it are numbered and we have to start thinking about a world without ads,” he recently pointed out, as Warc now analyzes . The latest developments, such as smart speakers, would only reinforce that theory, he pointed out, since they are advertising-free spaces.Furthermore, Pritchard is not the first to see this trend of change.

The analysts already carry some time pointing how changes and new realities that have to move brands are changing the rules of the game and thus, balance advertising.Changes in consumer habits, market polarization or the crisis of the middle class join the usual suspects (boom of content without ads or adblockers) to understand why advertising is in crisis. If you also add to this that the market is more fragmented than ever and that the old model of launching a good ad and reaching a wide niche in society is less and less effective, you can have the complete picture of the situation in the market. found the market.How to survive this new marketBrands and companies will have to prepare for these new rules of the game and they will have to be able to survive in a world without advertising.

The image building work will be different, but they will have to keep doing it. Returning to Richard’s predictions, the manager believes that the most important thing will be to work more direct relationships with consumers and use technology in a much more efficient way. Consumers may not want ads, but they do want brands to be useful and personalize what they do.To that must be added the importance of connecting everything with the emotional. You have to achieve a mix of the functional with the emotional, having a holistic vision of what the brand entails. And, closely linked, it is necessary to work in a general way the consumer experience, analyzing each element and working on each of the steps of that connection.

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