¿Qué desafíos enfrentará en la industria publicitaria?

Consumer trust. It is not only the starting point but the ultimate destination. If there is a lack of consumer trust, look at the Brand. Trust comes from the Brand, consistently delivering its promises. However, in the quest for sales, the pursuit of Brand building has been thrown out like the proverbial baby in the bath water. So, if one of the biggest challenges is building and maintaining consumers trust, it means that you need to create the assurance that what they buy will reliably meet/exceed their expectations. Normally, price alone does not dictate purchasing decision, however, in the absence of the Brand, what else is there? Certainly not trust.

Everyone talks about hooking users in 3-5 seconds. But users are SUPER smart with loads of options at their disposal: - Google reviews - 3rd party reviews (trustpilot etc) - Ad comments - Amazon reviews If you "overpromise" and underdeliver users are not going to convert! How do you address these? 1. Always be honest about products and brand intentions. 2. Encourage real user reviews and unfiltered feedback. 3. Actively support causes and display commitment. 4. Address concerns and interact genuinely on social platforms.

Navigating tech dynamics poses periodic challenges but offers growth opportunities. Understanding the impact on consumer interactions, I acknowledge the possibilities and threats technology brings to media, content, and brands. Limitations of traditional methods: Simply adopting new platforms like mobile, video, social, and programmatic falls short. A comprehensive strategy requires leveraging data, analytics, and AI for optimal campaigns. Relying solely on web data or limited tools for designers is inadequate. The way forward: Investing in in-house paid versions software and platform access is crucial for adeptly tackling evolving tech dynamics. This enables swift adaptation, minimizing the learning curve and maximizing efficiency.

For more than 50 years some in the ‘advertising industry’ have been employing “Positioning” as a clear ‘territorial’ attribute claim within a marketing niche. A claim not addressed by the brand’s closest competitors. In fact a claim that has been left open by these competitors. Positioning is often confused or lumped in with a USP, Value Propositions and the like. It is something more specific. And is it really still the ‘advertising industry’ or is it better called the “branding industry” in today’s world?

In my view, drawing on a decade of industry experience, I assert that tackling Creative Differentiation stands as a paramount challenge for designers engaged in a project. This hurdle operates on multiple levels, with the artistic creation traversing scrutiny from the team leader, art director, and eventually reaching the client. The client side, too, involves a hierarchical decision-making process, amplifying the complexity of the task. For agencies and clients to attain exceptional work within tight deadlines, expedited decision-making becomes imperative. Simultaneous and decisive actions are required when evaluating content and making determinations.

With respect to paid media only - the biggest mistake I see some of the advertisers making is spending way too little! With all the automation and AI buzz - you need to feed these algorithms with a minimum desirable # of conversions per week. For example on Meta: => At least 50 conversions a week For Google performance max => At least 25-30 conversions a week So if your CPA is $10 Meta weekly budget = $500 Google weekly budget = $250-300

Budget Constraint is one of the most common challenges for small and self-funded businesses. It can be relieved to a greater extent by choosing the right channels of advertising and working to scale up step by step. Creating Micro Conversions is very important for small budgets. For instance, Purchase as the conversion action will take time to populate statistically relevant data for further optimizations or even to sustain the ad campaigns. But Add To Cart as the goal will build it faster. If the lead-form conversion rate is low, have a micro conversion like an ebook or case study download, a phone call etc. Once the data builds up, the shift from Micro to Macro can be made.

Financial constraints within the advertising industry pose a significant challenge for both local and large-scale agencies. Clients engage in negotiations akin to roadside shopping, reflecting a limited understanding of marketing budgets. This phenomenon is driven by a common misconception among consumers, perceiving business endeavors as primarily centered on the acquisition and sale of products or services. At times, I contemplate whether operating a roadside stall might yield more favorable outcomes compared to managing an advertising agency.

A pivotal challenge confronting the industry is talent retention, and it perplexes me why stakeholders are hesitant to provide a commensurate pay scale to meritorious candidates. This quandary extends to clients as well, prompting the question of why some individuals neglect to incorporate marketing expertise into their capital budgets—an oversight that appears imprudent. It remains a perplexing notion that investing in advertising and brand promotion is not consistently recognized as a fundamental requirement. If one aspires to enhance the visibility and success of their service, product, or brand through strategic marketing, it is imperative to acknowledge the necessity of allocating appropriate remuneration for these endeavors.

Others include: 1. Audience Fragmentation: Targeting specific audiences becomes increasingly challenging as consumer preferences and behaviors diversify across various media channels. 2. Ad Blocking: The prevalence of ad-blocking software poses a significant challenge, reducing the visibility of ads and impacting their effectiveness. 3. Ad Fatigue: Consumers are exposed to a large volume of ads daily, leading to ad fatigue, making it difficult for advertisers to maintain audience engagement. 4. Measuring ROI: Accurately measuring the return on investment for advertising campaigns can be complex, particularly in a multi-channel environment. 5. Global and Cultural Sensitivity: