Currently, Colombian media agencies manage the market like islands, on the one hand, they advertise in conventional media (ATL) and on the other, in digital media. However, today's customers are looking for truly integrated communication strategies with each other and with their brand. The concept to be communicated must be one and under that premise is that the most appropriate means of advertising must be sought.
The Internet has become one of those means that "should not be left out", but it must be clear that within its possibilities there are multiple ways of communicating / advertising. As Social Networks or Social Media (SM) became a boom this year, many brands decided to integrate a Community Manager into their plant team as a “digital strategy”. But limiting oneself to social networks cannot be the only strategy, nor can it be to completely ignore the issue for fear of badmouthing the brand. The secret is to know how to control both the negative and the positive that is published anywhere on the network and discover what is that mix of digital tools that allow the optimal promotion of the brand; integrating all this digital strategy to that of traditional media. Sandra Quintero, director of Havas Digital for the Andean region, explains why it is so important to work together in the era of social networks.
Why do people think that advertising today on digital is limited to Facebook and Twitter?
The Internet has become a broad medium. When you zoom in, you find, on the one hand, social networks that for brands should not be more than spaces where they can interact with their users or customers, establish a "one-to-one" relationship and create a community of followers. Certainly, Facebook, Twitter and YouTube are the main social networks in Colombia due to the affinity and penetration they have, but they are not the only ones. There are also blogs, spaces where users speak openly and where the work of a Community Manager (CM) must be to direct and interact based on the brand.
What should customers do if they want to enter the digital world?
Do not see the digital options in an extreme way: only go with social networks, with search (Google searches) or with displays (banners and buttons). You really have to look at the objective of the campaign and depending on that the ideal media mix is decided. The digital component will always remain alive with or without campaigns because information will be generated all the time. The questions how to increase participation? How do I get them to follow me? How do I keep my strategy alive? They must be solved by creating specific mini-strategies for each tool aligned with my brand objectives. Taking small steps to achieve big goals.
Is it necessary for every brand to have a Community Manager?
It is part of the proposed communication strategy and it all depends on the objectives of the campaign. You have to define why you want to be on social networks and where you have to do it. The CM's job is not to speak like a person, it is to speak like a brand, with its tone, personality, and character.It cannot be seen as a game, a fad, or that anyone can "talk on the internet". It is essential that experts advise the client and create a communication protocol to know what is being answered, what is not being answered, and how not to confront the community. There must be an internal committee that jointly decides the bases to increasingly describe this protocol and its constant updates given the characteristics of the medium. It must be remembered that small communications are issued through social networks that will be written there, so do not take anything lightly. For example, one of our new Colombian clients contacted us to find out what their users did in their free time. When Havas analyzed, in terms of affinity, the target group,found that more than 60% consume and participate in the network. The client, like many others, followed the steps of hiring a CM as a digital strategy, the difference is that, with us, through Media Contacts, the social media strategy was integrated into the general media strategy. Part of the work of Media Contacts is to define the communication protocol to be followed for the brand, monitor the noise of users on the network through the ARTEMIS BUZZ group platform and plan the formats and digital media that complement the exhibition of the mark for the achievement of your goals. The use of ARTEMIS BUZZ, allows us to measure the category, competition, brand and brand services of our clients, through comments written by users on the network.Based on the analysis of the classification and context of the comments made, the new tasks to be carried out with the CM are defined and the communication protocol is adjusted, if necessary.
Does it cost more to advertise on the internet than in traditional media?
The Internet has had two perceptions: the group that thinks it is expensive and the group that thinks it is cheap, it all depends on what you compare it against. It must be clarified that advertising in digital is not free, it has its price, it is one more medium that is allowing me to reach more users, not the same as the traditional ones. The mistake of the online advertising industry was to speak a very technical language that did not penetrate well enough into the thinking of marketing managers and media agencies.When talking about impressions, CPM, CTR, page views, we don't say anything to a customer. Havas Digital's job has been to advise the client in this regard, to speak to them in universal terms of marketing and advertising, with palpable and measurable indicators that are used in traditional media. Today it is necessary to evangelize the media, customers and buyers so that they feel calm, that they know that we speak their language. This will generate confidence in the client and in the end a single communication strategy.
How has customer awareness of digital advertising changed?
Digital advertising in Colombia only weighs 4% of the total investment pie according to the numbers of the IAB (Interactive Advertising Bureau), however internet penetration is more than 55%, with rates higher than traditional media. Awareness has certainly increased but there is still a lot of fear on the part of marketing managers forcing themselves to take a minimum of 10% of their investment to go digital. Many multinationals have already taken important steps, but they are few, even shyness beats us. This year we are betting that the advertising pie will grow by at least 6% and by 2014 it is expected to reach 10%.
How do you see Colombia in the world?
After a recent meeting of all the directors of Havas Digital in the world, they are very surprised by the very high penetration that digital has in Colombia, we are the third country with the highest penetration in Latin America, but in the same way they do not understand why the investment in online advertising is so low. For it is very important integrated with ATL plants, give them confidence, teach them that digital does give value, it does allow increasing sales and above that achieved indicators mark required by our customers.
