Today we speak with María Tresgallo, Senior Account de beon. Communication, who talks in this interview about the relation between advertising and communication, analyzing how brands have evolved towards new formats of advertising investment.
Advertising investment, is growing? What contents clients demand the most?
The economic situation in the business market has logically affected our sector, although after a long period of stagnation there is finally a moderate growth in advertising investment.
Also, it has driven the industry transformation and the filtering in the selection of media towards the below-the-line advertising, direct marketing, POS advertising, events, sponsorship, patronship, etc.
Brands need a closer and personalized relationship with their final consumer. A relationship which allows a closer interaction from which to obtain immediate feedback and a more reliable results measurement.
Advertising and Communication, how they relate to each other?
Advertising and Communication are two different ways of relating with the market; but both must be framed and defined by a global marketing strategy.
Many companies believe that they must choose one of the two options, however, advertising and communication must complement and run in parallel and may even converge at certain point. Today it is increasingly difficult to define where each action begins and ends.
What is the role of humor in advertising campaigns?
Humor is a good strategy that boosts understanding and therefore must be groundwork for business communication. This way of transmitting the values that shape a company’s identity serves many times to break the ice, create connections, or attract our audience through a more persuasive message.
We must bear in mind that it is an effective tool that can sometimes eliminate barriers, but can be also a bad choice usage depending on the type of forums, channels, and styles.
Emotional advertising is becoming more and more popular. What is it about?
Emotional advertising is one of the most commonly used marketing models and, in fact, it seems that its growing without stop.
Society is increasingly stressed and overwhelmed and people need to heal through experiences, to feel sensations and emotions…
And this is precisely what customers ask from us. Consumers want to be part of the brands’ story. We have gone from being passive to wish that our lovemarks allow us to participate in their stories and influence them.
It is about creating an emotional relationship between the brand and the consumer.
Emotional Marketing will always be a trend because this is what advertising is precisely about… thrilling experiences that cause a human reaction. Human beings are emotional and emotions are our motor engine.
What is what you value the most from your clients?
Generosity. Clients who are generous with the information they share with us, who consider us like part of their teams.
