“Las campañas integradas son el nuevo medio aunque existen desde siempre. Sin embargo hay dos cosas determinantes que hicieron que las campañas integradas tomaran el rumbo que tienen ahora, una son las redes sociales y la segunda, el hecho de que la gente detesta la publicidad. Esa es la realidad, a la gente no le gusta la publicidad y eso como creativos es lo primero que debemos saber, porque en la medida que lo entendamos, lo asimilemos y lo sepamos manejar, la vida útil de nuestro negocio será más larga”, dijo Diego Perdomo, Director Creativo Nacional de Rivas Herrera/Y&R.
Perdomo participó en las Jornadas de Comunicación UTE 2011, llevadas a cabo la semana pasada. Después de trabajar un año tres meses en Panamá para MaCcann Erickson regresa a Ecuador a trabajar para Rivas Herrera/Y&R. Lleva una semana en el país pero comentó que ha visto algunos cambios en la parte digital aunque esperaba encontrar mucho más.
En los últimos años la revolución publicitaria se ha dado por el tema digital y básicamente por las redes sociales. Perdomo comentó que hoy en día Facebook es un negocio, tanto así que las páginas web están quedándose obsoletas porque la gente prefiere entrar a un fan page.
Las redes sociales y el hecho de que la gente detesta la publicidad han cambiado el sentido de las campañas integradas. “Las redes sociales han ayudado a que la publicidad se meta en la cotidianidad de la gente para que no pareciera publicidad”, dijo Perdomo.
Actualmente la estrategia se ha tenido que simplificar, entre más medios de exposición tenga una campaña, la estrategia y la idea debe ser más simples. “Las mejores campañas integradas del mundo tienen detrás ideas muy simples pero están tan bien estructuradas que la idea va de medio en medio cumpliendo su función. Así el sentido común le ha dado a la idea el valor que se merece”, indicó nuestro invitado.
Es importante no abusar de los canales de comunicación, pues una campaña integrada no significa abusar de los puntos de contacto. Para Perdomo, la gran ventaja que tienen las campañas integradas es que pueden generar revoluciones culturales y así vender productos. Se puede crear conciencia sobre algo y sobre eso vender el producto.
“Creo que hay que dejar de buscar consumidores cortoplacistas y buscar consumidores que sean verdaderos “fans” de las marcas. Todo se direcciona hacia una relación más fraterna y cercana con el consumidor, y el consumidor está dispuesto a esto”, concluyó.
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