Audiences, Advertising and the New Normal

Given the new business context in which print media have been hit in recent years by changes in habits and audiences are on multiple channels and digital platforms, marketing and advertising teams must reinvent themselves.

Thursday, February 25, 2021

The most recent changes in lifestyle habits resulting from the spread of covid-19 have combined with the increased use of digital platforms, a phenomenon that was already evident before the pandemic.

See "Central American Consumer: Trends at the beginning of 2021"

Not so long ago, billboards placed on crowded streets, sports broadcasts and traditional television programs, were the communication channels through which consumers could be reached effectively, but with the introduction of the Internet, the rules of the game have changed.

Brands and companies have been forced to evolve, as they must adapt to new generations and creatively seek to continue innovating to stay relevant in an increasingly competitive world, where audiences are in multiple channels and digital platforms, according to a Martesfinanciero.com publication.

Gabriel Barletta, CEO of Star5, a group that in Panama brings together several companies in the advertising industry, said that "... the change in the advertising and marketing business, is largely seen in the situation of print media that have been hit in recent years and has forced them to innovate with multi-platform presence and a trend towards integrated digital products. Meanwhile, television viewing and internet penetration has grown significantly. At the same time, Google and Facebook concentrate the largest investment in digital platforms".

You may be interested in "How do Purchasing Intentions Evolve?"

Barletta added that "... 'all media have been evolving in Panama as in the world, and more driven by technological advances and the great Internet penetration that exists in the country and the presence of multinational companies'."

Having multidisciplinary teams formed in work cells with a vision towards the future to provide a comprehensive service to customers and redesign the way they work to be more effective, is the key for advertising agencies to meet the demand of companies, which currently need services that solve business problems and not just advertising.

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