Post by account_disabled on Mar 6, 2024 4:44:47 GMT
What is a planner? Nobody better than Antonio Monerris (Communication Strategy) to summarize it. «The strategic planner is responsible for channeling and guiding the communication approach. Its mission should be to ensure that creative efforts are oriented in the right direction and, on the other hand, to provide tools so that creative exploration is more effective, correctly oriented and enhanced with knowledge of the contexts in which it is going to be carried out, that is, , starting from the consumer, the brand and the competition as cardinal vectors of the work to be done. The planner is an instance of reflection, analysis, evaluation, integration and questioning within the agency. Its analysis process is somewhat more methodological and more conceptually and abstractly oriented. The creative in any of the communication fields synthesizes and explores the potential of languages to overcome barriers or to build units of persuasion and relationship with their audiences. However, the planner seeks to illuminate the attention and focus of the creative organization and above all to ensure that the analysis and reflection of the available information translates into a clear notion of what we want, can and are going to say.
In another order of things, the planner must also ensure that the client's objectives and perspectives are correctly translated, translating business strategies into communication strategies. Collected from an interview published on crossumer.The question is how to combine the creative exercise, essential to capture the user's attention, with the complexity of the data-based computational process (quantitative and apersonal exercise). The new trend consists of predicting the user's tastes in order to offer them an advertisement that is to their liking. Based on a database provided with a series of Industry Email List related concepts, Internet servers are now capable of analyzing the content of the website that the user visits and offering advertising related to the content. The latest advance consists of showing an ad with a different aesthetic: different images, different colored backgrounds and different fonts. In this way, with each visit an ad is actually created in real time, which changes every time someone enters the website. Furthermore, once the ad is shown, the statistics are studied to analyze which ones are more successful and which ones have been more efficient. The results of this type of action are very revealing.
For example, it has been shown that an advertisement for a baby products store is more efficient using an image of a baby bottle than that of a diaper. 4 . The context determines many of these trends: a negative stock market performance, increasingly closed markets, consumers who have less money and confidence... Faced with this ultra-competitive panorama, companies must improve their relationship systems with their customers, going beyond the traditional approach focused on one-way advertising. Management platforms and tools are necessary to expand relationships, providing value to the end customer. The key is to establish neweals with the digital habits of Spaniards and the rest of the world, points out that the profile of the Spanish Internet user who makes the most friends through the Internet is that of a male between 16 and 34 years old, especially students and part-time workers, urbanites and singles (without a stable relationship or with a partner, but who do not live with them). According to your data, we currently maintain contact with 11 friends that we have met on the internet.
In another order of things, the planner must also ensure that the client's objectives and perspectives are correctly translated, translating business strategies into communication strategies. Collected from an interview published on crossumer.The question is how to combine the creative exercise, essential to capture the user's attention, with the complexity of the data-based computational process (quantitative and apersonal exercise). The new trend consists of predicting the user's tastes in order to offer them an advertisement that is to their liking. Based on a database provided with a series of Industry Email List related concepts, Internet servers are now capable of analyzing the content of the website that the user visits and offering advertising related to the content. The latest advance consists of showing an ad with a different aesthetic: different images, different colored backgrounds and different fonts. In this way, with each visit an ad is actually created in real time, which changes every time someone enters the website. Furthermore, once the ad is shown, the statistics are studied to analyze which ones are more successful and which ones have been more efficient. The results of this type of action are very revealing.
For example, it has been shown that an advertisement for a baby products store is more efficient using an image of a baby bottle than that of a diaper. 4 . The context determines many of these trends: a negative stock market performance, increasingly closed markets, consumers who have less money and confidence... Faced with this ultra-competitive panorama, companies must improve their relationship systems with their customers, going beyond the traditional approach focused on one-way advertising. Management platforms and tools are necessary to expand relationships, providing value to the end customer. The key is to establish neweals with the digital habits of Spaniards and the rest of the world, points out that the profile of the Spanish Internet user who makes the most friends through the Internet is that of a male between 16 and 34 years old, especially students and part-time workers, urbanites and singles (without a stable relationship or with a partner, but who do not live with them). According to your data, we currently maintain contact with 11 friends that we have met on the internet.