The year the media died
Guillermo Arbeiza junio 7th, 2009
Desde New Media, el blog de Bernardo Hernández (que recientemente ha sido ascendido a director mundial de marketing de producto de Google), llega un divertido vídeo musical sobre la evolución medios de comunicación y marketing en los últimos años.
Sin embargo, la moraleja es agridulce… ¿alguien tiene idea de como aprovechar esta nueva era de los mass media?
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- Comments(192)
En mi opinión no todo es tan blanco, ni tan negro. El marketing online como bien se dice, permite un mayor análisis de los resultados y un ROI mayor al conseguir segmentar mucho mejor el target, mejor dicho dispones de muchas herramientas que permiten que el usuario te encuentre a tí. Obviamente, en una época de crisis como la que nos acontece, las empresas buscan la eficiencia en cualquiera de sus acciones. Lo hemos visto en otros posts a la hora de la contratación de personal por ejemplo, o en este caso a la hora de establecer el plan de medios.
Esto hace que actualmente la inversión publicitaria en mass media se haya visto reducida de manera considerable, pero ¿realmente es como para pensar en una inminente muerte? ¿o de un cambio de modelo ante la aparición de otro medio? Aparte que muchos de estos medios tienen un enorme poder, no conviene olvidar que por ahora queda aproximadamente un 60% de la población española que no utiliza internet, y que por lo tanto seguirá durante bastante tiempo comprando periódicos, escuchando la radio, etc. y como siempre las marcas querrán seguir haciendo publicidad de branding o publicidad de venta en el mix de medios que les convenga.
[...] Entonces, lo que si es cierto es que la lectura de libros en papel está disminuyendo en favor de nuevos formatos, nuevos medios como los digitales. Pero no sucede únicamente con los libros, sino con todo tipo de publicaciones en papel. El mundo editorial impreso, dependiente de la publicidad, lucha contra compañías como Google y Yahoo que venden publicidad vía cualquier artefacto con conexión a Internet. Y sabemos como acabará esa lucha. [...]
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