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Marketing Effectiveness

Marketing Effectiveness

El aumento de la competencia, la evolución de la demanda de los consumidores, la creciente importancia de los canales digitales, junto con una fluctuación del vínculo con la marca, provoca que las marcas se vean sometidas a una presión constante para seguir siendo relevantes para los consumidores. Tener una marca fuerte y ser relevante en la mente de los consumidores es más importante que nunca para alcanzar y mantener una cuota de mercado fuerte. Este entorno exigente y dinámico requiere una comprensión más profunda de su actividad de marketing, que le permitaDesarrollar ventas a corto plazo y crear una marca duradera

  • Desarrollar ventas a corto plazo y crear una marca duradera
  • Maximizar el retorno de la inversión en acciones de marketing
  • Identificar la distribución presupuestaria ideal para cada canal con el fin de optimizar su impacto
  • Definir el potencial de su comunicación publicitaria antes del lanzamiento para mejorar sus resultados

A través de nuestro portfolio de Marketing Effectiveness de GfK, combinamos información obtenida en entrevistas clásicas con métodos de investigación pasivos para crear una visión holística del consumidor, sus acciones y más profundas motivaciones.

Nuestras soluciones de negocio Marketing Effectiveness proporcionan una visión holística a su marca, ayudándole a tomar decisiones para maximizar los resultados de sus campañas de marketing y  a equilibrar entre las ventas a corto plazo y las acciones de marca a largo plazo. Trabajamos con insights del mercado, junto con proveedores de datos para medir el valor de su negocio y proporcionar recomendaciones que le permitan mejorar las ventas.

Además, nuestras soluciones nos permiten predecir con precisión el éxito de su publicidad antes del lanzamiento y evaluar el impacto de la campaña publicitaria. Vamos más allá de la publicidad tradicional para entender todos los puntos de contacto, ya sean medios pagados, propios o ganados, e identificar acciones para mejorar el retorno de la inversión en los diferentes touch points y el comportamiento de la marca a largo plazo. 

Particularmente en los sectores de equipamiento tecnológico y los retailers especializados, vinculamos los datos de ventas, promoción y medios para entender y cuantificar el ROI de su marketing mix e impulsar la máxima rentabilidad en el gasto en marketing.

    • 10/09/19
    • Technology
    • Marketing Effectiveness
    • Global
    • English

    Ad-testing gets smarter for the multi-platform world

    For advertisers, the changing media landscape means there are more ways to reach consumers with advertising than ever before, with a steady shift to online formats. At the same time, ad budgets have barely grown and development timelines have reduced. In this demanding new environment, advertisers and agencies need fresh approaches to ad-testing in order to:
    • Boost efficiency (cost and time)
    • Leverage learnings across media
    • Mine insights across and within ads and campaigns
    • Accommodate new and emerging ad formats
    Advertisers now need earlier-stage, media agnostic ad concept tests and more efficient screening of final creative, with tighter integration of pre-testing and in-market performance learnings.

    Ad-testing that’s flexible, efficient in every way and just plain fast

    GfK has responded to these needs with a comprehensive and dynamic learning system, Ad Fit Optimizer. It is a breakthrough approach that combines speed, low cost and behavioural measurement.
    Using intuitive assessment criteria to deliver:
    • Early concept and creative evaluation
    • Low-cost, fast-turnaround screening of finished and semi-finished ads
    • A consistent framework for evaluating different advertising media in natural environments
    “This is the ad-testing breakthrough I was looking for – flexible, efficient in every way, and just plain fast. Kudos to GfK for delivering a truly digital solution.” –Josh Billig, Microsoft This flexible system accommodates not just TV ads, but all forms of online advertising, including video (pre-roll, in-text and in-banner), banners and rich media advertising. The screening is performed not only across a range of regular, mobile and social media online environments, but also:
    • Regular web page and mobile site environments to test a range of shapes and sizes of static, animated and rich media banners, as well as in-text video
    • A Facebook-like mobile environment to test a variety of social media ad formats
    • A pre-roll-type environment to test video ads across a range of screen sizes

    How is it different to ‘normal’ ad-testing?

    In line with the latest thinking in cognitive psychology, viewer exposure to ads in an Ad Fit test is unforced; respondents are free to disengage from the ads at any time, as they would be in real life. We can therefore measure how effective an ad is at ‘hooking’ consumers and ‘holding’ their attention. Most other ad pre-testing systems rely solely on a forced exposure methodology that will struggle to identify an ad’s real ability to break through the clutter in our multi-tasking world. At the end of the process, all stages of ad testing are integrated into a database, so you can get the bigger picture on what makes your campaigns successful.

    What have we learned from Ad-Fit Optimizer?

    Let’s not forget that we are approaching the end of the year, with Black Friday, Cyber Monday and Christmas making the intensely cluttered ad environment even more challenging. So, what are the do’s and don’ts for marketers and advertisers? We used our learnings from Ad Fit Optimizer to help you drive your campaigns with the ultimate guide for driving effective holiday advertising.  

    Get your 6-step guide to driving effective seasonal ads

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