beon. Worldwide

“The evolution of technology advocates for a much more visual type of advertising”

Friday July 12th, 2019
[es:]“El avance de las tecnologías aboga por una publicidad mucho más visual” [en:] “The evolution of technology advocates for a much more visual type of advertising”

Nuria Barrueco, Advertising Account Manager, analyzes some of the trends of the advertising industry, and highlights the value of message personalization and the visual as a communication channel.

What are the creative strengths to persuade, get right, and earn the trust from a client?
In order to meet these 3 objectives, the creative team must be focused on strategic, interactive campaigns over large campaigns, which, in addition to involving a long period of time in order to assess and measure the results, are accompanied by large investments for their dissemination.

We must achieve conversions and impacts on the target, staying loyal to the emotional, which will help us reach the final customer.

What do clients expect from advertising agencies?
Clients are often unpredictable and do not always behave according to plan, and what they value most is our agile marketing. Clients require a management with great agility and flexibility, which requires fewer processes and a greater capacity to adapt to changes in the market and technologies.

This does not mean that there is no planning, but adaptation is necessary to meet a constant-changing market.

In addition, understanding what the client wants and needs is a complex task that requires a strong commitment on our part, so they can feel understood, cared about, and in constant collaboration with our team.

What type of projects makes you feel more comfortable as account manager?
Each project requires of different skills, so with time and experience you learn to feel comfortable with the different type of projects. Nevertheless, one of my favorite tasks is to create a whole proposal from scratch together with the creative team. This kind of management drives you out of the operational routine that often absorbs us in the accounts department.

Without a doubt, the most rewarding situation is when clients considers us as part of their marketing department and trust the team. It is a sign that we are providing a value service and the return will be their loyalty.

What is the role of technology in the projects you are daily involved?
Every day technology is gaining momentum in our projects. It has become a powerful tool that helps to find new solutions and boost decision-making for companies, since it is based on large flows of information and data that study consumer behavior in various areas.

As for the agency, it is true that this connection and analysis in real time allows us to optimize daily operations and work proactively, placing value new proposals for our clients.

What are the latest trends in advertising?
The personalization in the messages and the visual format as a communication channel. The constant collection of data makes the communication trend to create content according to what the consumer needs at a certain time.

The saturation of advertising impacts and the advance of the technologies advocate for a more visual type of advertising with content in video format that goes hand in hand with the consumption data in new devices.

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