Brands and consumers thrive in an increasingly digitized environment. The consequence of this phenomenon plays in two ways when trying to explain it from the perspective of the advertising industry. On the one hand, strategic teams and advertisers have at their disposal a Senegal Phone Number List greater number of contact points that promote a closer relationship with the target audiences, which do not distinguish demographic or time barriers, so if they are managed correctly they could suppose the basis for the construction of long-term relationships with increasingly defined targets.
However, from another point of view, we are talking about an environment that by definition democratizes the production and development of content, which means greater challenges to gain the volatile attention of users. The great competitor for brands in this field is the consumer himself, who has found the means and resources to be a judge and part of the new communication models. Gaining relevance seems like a daunting task. Understanding a context that by nature changes constantly in increasingly reduced periods, is a constant concern for organizations of any category, which in their quest to meet this need allocate increasing investments to establish partnerships with specialized advertising agencies in the field. digital terrain. The budgets that are destined to the digital environment give context to the previous phenomenon. Findings from the Marketing Research Department2.0 indicate that during 2015, advertising investments in media as well as in Phone Number List marketing services in general registered an increase of 3 percent in both cases, which in net numbers translated into an injection of capital equivalent to 74 thousand 007 million pesos and 158 thousand 270 million pesos , respectively.
When talking specifically about the composition of the media mix, we have that although television remains the predominant means of communication in the mix with more than 50 percent of participation, its annual growth rate (2 percent) is below of digital, a channel that concentrates 8.7 percent of total investment in media with an increase of 19.4 percent. In this way, it is not surprising that 2.28 percent (1,918 million pesos) of the total marketing budget is allocated to the services and solutions offered by advertising agencies specialized in digital tools, platforms and strategies.
