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El Ingenio de la nueva publicidad (como podemos ver en la 1ª parte) va a ser el futuro del marketing online debido a su eficacia y precisión en aunar demanda y producto/os. Las empresas consiguen cada vez más la información sobre los consumidores y los contenidos se hacen más personales debido a esto. ¿Hace esto que la publicidad sea más efectiva?
Abundante investigación ha concluido que definitivamente esto tiene un efecto positivo en cuanto a obtener consumidores. De hecho, la publicidad es un 20% más eficaz. Sin embargo, lo que también concluye es que la prudencia en el ritmo y grado puede ser muy importante. Hay tres etapas dentro de este proceso a tener en cuenta para mayor eficácia. Tomando como ejemplo a una chica que quiere unos zapatos nuevos.
PRIMERA: la exploración donde la chica no sabe si quiere unos tacones o unas zapatillas o unas botas. En este caso, por ejmplo, sugerencias en su pantalla de tacones de color rojo (basándose el motor en una compra anterior) será menos eficaz que sugerencias en general sobre todo tipo de calzado. Ella sólo mira, abierta a cualquier posibilidad por lo será mejor no limitar la variedad. Su decisión puede variar.
SEGUNDA: la evaluación es la siguiente donde ha decidido que lo que realmente quiere es comparse unos tacones rojos. En este caso sí será eficaz que comiencen la sugerencias en torno a tacones de color rojo de diseño variado. Sin embargo, es interesante mostrar tacones de todos los colores porque su elección respecto al color puede variar. Sugerencias sobre todo tipo de tacones es más adecuado.
TERCERA: la adquisición es la última. La chica ha decidido que quiere unos tacones rojos de diseño. Es ahora cuando si se puede cerrar el abanico de posibilidades porque está claro que no quiere ni deportivas, ni botas, ni otro tipo de calzado. Si una compañía tiene control de los hábitos de busqueda podrá personalizar su marketing de forma perfecta. Le podran dar la mejor salida a sus tacones rojos de diseño y sus demás productos.
– Alon Wouterse –
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Personalized advertising (as seen in the previous post) is seen as the future of online marketing because of its effectiveness and precision in bringing customer demand and advertisements together. Is this type of advertising effective though? Companies are getting more and more information about consumers. The ads become more personal because of this, however does this have a positive effect on the effectiveness of the advertisements?
A lot of research has been conducted about personalized advertising and there can be concluded that it definitely has a positive effect on luring customers to buy the products they have seen in these advertisements. Advertising has become 20% more effective on average by personalized advertising; however research has also shown that the timing and degree to which the ads have been personalized may be even more important. There are actually three stages within the buying process which need to be taken into account when personalized advertisements will be most effective. Let’s take an example of a woman who wants to buy new shoes.
AT FIRST, the woman is still in the exploring phase and she does not know whether she wants to buy heels, sneakers or boots. A very specific personalized advertisement like buying red heels with a special design (based on a previous purchase) will usually be less effective than a regular ad about shoes in general. She does not know whether she wants heels or other shoes, so in order to decide which type she wants, she just wants to look at shoes in general to make her decision instead of being excluded from boots and sneakers.
The evaluation stage COMES SECOND and this is where she has decided she definitely wants to buy new heels. An ad about red heels with a special design will become more effective than in the previous stage, however she is not sure yet whether she wants to buy red, black or blue heels or what kind of design. An ad about heels in general would be the best fit at the moment, so she can decide what type and colour of heels she wants to buy.
THE THIRD stage is the purchasing stage. The woman has decided she wants to buy red heels with a certain design. An ad about these type of shoes would now be very effective and a very general ad about heels, sneakers and boots not so much. If a company has great timing like this with their personalized advertisement they even have potential for an upsell. They can now sell one pair of red heels with a discount if another pair of heels is bought.
– Alon Wouterse –
