Post by account_disabled on Jan 6, 2024 8:50:53 GMT
This morning Publicis Groupe organized an event to present the Mass2One studyon strategic balance to achieve effectiveness in communication. An event presented by Xabier Olazábal, Co-Charmain of Publicis Groupe in Spain, and Miguel Gomis , Head of Brand Strategy at Publicis Communications, in which Ricardo Molero , Head of Digital Investement & Programmatic & Paid Social at Publicis Media, César participated Valencoso , Consumer Insights Consulting Director at Kantar, Miguel Justribó , Chief Purpose Officer Food Delivery Brands, Tomás Navarro , Chief Strategy Officer Publicis Communications, Miguel Ángel Furones, Honorary President of Publicis Groupe and Esther Morell , Creative & Social Marketing Manager at Samsung. If you do not see the embedded video correctly, click here. To begin, 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 about effectiveness and the best way to find it,” continued the expert, and, to this end, Publicis Groupe has launched the Mass2One study, which analyzes what is happening and aims Phone Number List 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 effectiveness and bring them to our country. "We have carried out a specific investigation based on 8 qualitative interviews and 80 quantitative questionnaires with marketing, advertising and communication professionals who take part in strategic decisions," he explained. Reach vs. Precision Regarding the conclusions of the study, Gomis commented that they are divided into three major 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 debate of this meeting was Scope vs. Precision , 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, and reach , which the broader it is, the broader its effects will be, as the study shows. , 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.
The consequence is a debate about effectiveness and the best way to find it,” continued the expert, and, to this end, Publicis Groupe has launched the Mass2One study, which analyzes what is happening and aims Phone Number List 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 effectiveness and bring them to our country. "We have carried out a specific investigation based on 8 qualitative interviews and 80 quantitative questionnaires with marketing, advertising and communication professionals who take part in strategic decisions," he explained. Reach vs. Precision Regarding the conclusions of the study, Gomis commented that they are divided into three major 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 debate of this meeting was Scope vs. Precision , 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, and reach , which the broader it is, the broader its effects will be, as the study shows. , 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.