Creative advertising vs Productive marketing

We are going through a fairly confusing stage at the moment, between what clients want and what the consumers require. They are driving us crazy.
Nobody wants to risk even one euro cent more. Everything has to be measured and be scientifically justifiable. See who dares to launch a campaign that is 100% brand image. Without selling the product. Or without a fully itemized price.

And what is the problem? That now the person who is more in control than ever is the client… but the end client: the consumer. And this extrapolates everything: in the background of any marketing manager who makes decisions, we can find the end consumer who buys bread, puts petrol into the car and who pays the gas bill.
In the end, we are all losing our perspective.

Prices are dropping fast, they send the results and we are ignoring creativity: now more than ever, it is not good if we don’t sell.
And I would say something else. If it cannot be measured, it cannot be attributed to sales. Anything that does not turn into sales is not taken into account. Nothing is being risked.

So what should we do? Should we leave campaigns in the hands of media planners? Should we use simpler and clearer creative designs that are product-price oriented?

We are in an era of constant sales, outlets or, as I like to say, “opportunities”.
Let’s stick with this word: OPPORTUNITIES.

Because what I can see is that it is time to turn business around and use this moment in time to take the lead. Now is when our clients need us more than ever even if they are not aware of it. Even if they don’t want it. Even if they don’t want to spend.

New formulas need to be prepared.

It is time for Productive Marketing.

Homo Sapiens Mobilis Conectus

It seems to be incredible how we have changed since the mobile phone appeared in our daily life. Do you remember how strange it was to see executives in their suits walking along the street with their mobile phone connected to a spring-type cable (the battery)?

Now it seems to be perfectly normal. You go on the underground and you are surprised if you do not have any coverage. It is intriguing how we as users go from one stage to the next and make mobile technology part of our lives.
The most revelatory, however, is how we have made it this far.

We have our own theory. A theory based on the SERVICE as it is. A service which has had to adapt to the change and manage to cover a series of needs that we didn’t even realize existed; to be able to communicate at any time and in any place with whoever we want.

Like the animals that we are, our instinct is to survive. Everything basic that helps us to go forward is protected by us and at hand. This has not changed with the mobile phone. Now we can leave home without our keys, our wallet…it does not pose a great problem, obviously if we have brought our mobile phone with us. And why is that? Because everything is replaceable or excusable with just one phone call or one message sent to someone who can find the solution: we get the SERVICE.

This is what has changed. The ACCESS to this SERVICE. A service that we now carry around in our jacket or trouser pocket. And what makes us feel protected is the fact that we always have it on us.
It is not only that, however. The people who we care about also know that we have it with us, which means that we can get in touch with them quickly, easily and effectively. And that gives us peace of mind.

It is fascinating that before leaving home, we make a mental list of what we need to take out with us in a specific order. Do this exercise before you go out tomorrow. The most likely is that the first thing you do or think about doing before opening the door to go out is to put your mobile phone into your bag or your pocket.

This is like another evolution in the human race. Why not? Who can say that the period in which we are living will not be described as so drastic and important in terms of change in 150 years’ time as to give it historic value.
Companies work at the same level. They have to adapt just as individuals do in order to survive in an increasingly competitive market. Tasks such as being able to read email at any time and in any place have become necessary. And for all those of us who use it, we may feel unprotected when we don’t have access, feeling that we have lost control or that we are wasting our time.

The work of companies like ours is to come up with or meet the needs that users have, whether they are individual or professional, by offering SERVICES that make their life easier and which enables them to cover their needs. Save time, money and work.

Be prepared for what Google has in store for us

The boom of the Internet and mobile phone as essential and successful vehicles has daily impacts on us. These are all based on segmentation and return.

Nevertheless, I think that it is a bit frivolous to ignore other media types in order to foster only the latest one as the best possible vehicle, always individualized or 100% matter-of-fact.

TV is evolving, and we cannot kill it before its time.
I think that it is important to be ready for this change, which will not happen in a few years’ time…it is already happening.

Can you imagine that you are watching House and with just one click, you can buy the new New Balance shoes that he is wearing? We are not that far away from reaching that stage.

The onset of the PVR and TV on demand means that the way of developing the content is changing. The television channels and manufacturers are aware of that. The content producers have also made the same realization.
We can see that channels are increasingly tending toward content which is based on current issues: sports events and reality shows, and tomorrow is too late.

Content development here will not vary very much from current development.
But… what will happen to recorded content? Series, documentaries, movies… (Nobody wants to see ads during a series if it is recorded)
The placement product is evolving, and as a result the form and way to produce or edit content.

The seniors of Google are aware of that, and they see it as a clear opportunity to obtain maximum profit from their most popular and used service after their search engine: YouTube.
Nevertheless, the social action of watching a movie at home or a live football match continues to be carried out using the number 1 domestic appliance in homes: THE TELEVISION.

Television manufacturers are aware of that and they watch the Internet out of the corner of their eye, and they look for support.
Consequences:

• We already have televisions that connect to the net on their own. (Samsung has several) 
• There are Internet services which are 100% designed for the television (Internet@TV by Yahoo: among others it has other widgets of YouTube, Blockbusters, Twitter, CBS…) 
• YouTube closes deals with primary television and cinema channels and producers in order to broadcast its content on demand and to obtain a measurable and 100% segmented return. 

Conclusions:
We have to be prepared for this, because it is here…it is happening now…evolution is necessary: Internet is on the big screen, be prepared for what Google has in store for us.

Further info:

• Internet@TV: http://tinyurl.com/djgn7t 
• Blog Google: http://tinyurl.com/djh6yh