During wartime, rather little war , or debate over whether advertising and banners are dead or not at the hands of social networks and the power of the recommendation, comes one of the big Mercedes, and gives a small lesson advertising. This is without bitterness, just a lesson in how things are for those who want to learn advertising campaign book under the slogan: " There are decisions taken alone "
With a banner in media such as ABC.ES , where animation data and overwhelms with thousands of updates, thousands of images, hundreds of comments, thousands of search results and supported by the question "Too much information?
If we look at the piece a bit, see why it is a little lesson:
1. Site. Like all life, the ads are more or less effective if placed in appropriate media. And the medium is appropriate depending on the profile of the reader and the coincidence with the target product profile. Mercedes is clear that ABC is more appropriate than SeriesYonkis, and so will be easier for a visitor click there or not. I'm not saying any banality, as I have heard arguments such as specialized seminars on plan OMExpo great discovery. Lesson: media planning.
2. brand. When you have a product like Mercedes, perfectly located in the Top of Mind of the consumer, because the product has won, and because it has worked many years in branding. The brand itself is aspirational. Desired or not desired, but it is recognized as prestigious. And in that case, it is recommended by itself. It is doubtful that anyone will buy a Mercedes just because of what others say, just to see him use to others. second lesson is that brand.
3. Coexistence. Those who defend advertising, do not despise the social media, on the contrary, we consider other forms of advertising. Therefore, the actual banner have direct access to the Facebook page. Want to share? Want to know what others are saying? No problem, sure that what you hear is good, because our products are visible to all, and our advertising is based on emotions as much as evidence. Third lesson: Use a good mix of marketing.
4. Adapted to the target message. What works for Mercedes, not good for others. Probably the purchaser of a Dacia comparative reading itself needs to be reaffirmed and opinions of users on social networks and forums. But the prospect of Mercedes, you know that value for money is not important in their purchases, know what you think the matory brand, and age is probably not a user of social networks and may not be very surfer. So using the argument "to say what they want, you do not need to know to know what you want" is more than successful. Fourth lesson: Speak in their language.
If I may, I think there is a fifth lesson that would be the irony and sense of humor ... because they question the importance of the views of others, when much of the buying decision depends on the view that we want others to see us have of us uploaded in a Mercedes. That are based on luxury goods.
This is the landing page banner .
Actually, all the lessons of this campaign, are applicable to a Social Media campaign, precisely because that is the question of which I speak in "Guru it be you " SMM is advertising. Matar advertising is good idea.
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