Retos y oportunidades para incrementar la eficacia de la publicidad actual

Abstract

Advertising landscape has strongly changed during these last years: new media and new advertising tools, new means of advertising, new consumer behaviors, new marketers' needs... All these and other factors of the macro-environment are contributing to start new strategies -by all the agents involved in nowadays advertising- in order to achieve a much more effective way to reach advertising objectives. Advertising agencies, especially, have been encouraged to evolve during these last years in order to satisfy their clients'increasing needs. Optimization of the available resources -including the economic ones- specialization, or the ability to offer new services demanded by their clients are just a few of the new factors that are drawing new scenarios presenting new challenges but also new opportunities to advertising practice. Relevant issues in these new scenarios include message personalization, interactivity, the evolving role of consumer when consuming these messages and new ways to succeed against advertising clutter. This paper analyzes some of these challenges and opportunities that advertisers must face to developmore effective advertising communications.