Olazábal has put on the table the fact that the current situation has modified communication strategies, which today tend towards personalization and activation in the short term. “The consequence is a debate on the online belgium phone number efficacy and the best way to find it”, the expert continued, and, for this, Publicis Groupe has launched the Mass2One study, which analyzes what is happening and aims to find solutions for the different brands and advertisers.
Next, Gomis explained that Mass2One intends to compile all the new findings and evidence that have been detected internationally regarding efficacy and bring them to our country. “We have carried out a specific investigation based on 8 qualitative interviews and 80 quantitative questionnaires with professionals from the marketing, advertising and communication world who take part in strategic decisions,” he explained.
Scope vs. Precision Regarding the conclusions of the study, Gomis has commented that they are divided into three great tensions that have been observed in this environment: the debate between mass reach and personalization , the second debate revolves around measurement and short or long strategies term and, finally, the classic debate in relation to brand campaigns that are more emotional and more rational product activations.
The first block of Belgium Phone Number Database debate of this meeting has been Scope vs. Precisión , in which César Velencoso, Consumer Insights Consulting Director at Kantar and Ricardo Molero , Head of digital Investment & Programmatic & Paid Social at Publicis Media participated.
For this block, Gomis has taken as a starting point some key aspects of the study, such as penetration , which becomes the main driver of growth, the scope , which the broader it is, the broader its effects, as shown by the study , which leads us to the conception that communication is not a personal experience, but something shared.
On this issue, the study shows that there are two dominant theories: balancing and targeting , two strategies that are very present in communication plans, although there are 30% of companies that focus their communication strategies on personalization, according to the expert. At this point, Gomis has also highlighted that there is a balance in which TV and digital complement each other.