Sara 'a year, 2011, remember? Or the much-heralded end of the world stop us 'to store the memory of what I believe will be' one of the years more 'interesting in the history of communication and especially public'?
Whatever you do, counting on NASA's assurances that scientifically refutes the dire predictions of the Maya people :-), next year will be 'surely marked by further innovations as well as the consolidation of some phenomena that are revolutionizing the world of communication, but before yet of course the company '.
After about 15 years since the emergence of Internet in Italy (in the sense of an instrument of information, reports and mass communication) and in spite of the obstacles related to lack of investment in technological infrastructure and more 'innovation in general, companies will use the online communication platform as the first rotate around which all business processes. The revolution will be 'just the technology that, when it comes to marketing and advertising is not' a concept as' trivial. I apologize to those who chew technology every day since 'could really judge granted my thoughts but, as a "bridge figure" from this point of view (the' un'internettara "but a" publicity "and have had a luck to be the vanguard of the contamination present that, however, '15 years ago-believe me-I was going through an illusion visionary) I can confidently sustain as the business technology was, until not long ago, as more' distant for many marketing manager.
The fragmentation of audiences and multiplication to offer multimedia content in question has fully recovered 50 years of rules and paradigms that, though shared by the advertising industry in recent years had turned away from the real needs of consumers becoming obsolete and less and less effective.
technology will revolutionize 'is the advertising or the media planning and creativity'. The use of algorithms will be ' the starting point in the years ahead for schedules online and even offline (ie on those traditional ways that gradually are digitizing) to reach the audience in logic "behavioral" and "re-targeting." The year 2011 will be 'the year of the true kick-off.
Without taking anything away from the research on a sample basis as well as those based on census (see Audiweb) that undoubtedly helped to make more 'confidentigli advertisers in their decisions to enter the Internet media-mix, more and more' on the horizon I see a future that will allow 'to intercept and engage users online, individuals, not because of any conduct declared online, through investigation CAPI or CATI, or sign up through the meter, but for those who will be tracked in real time and analyzed by software, through cookies, un'advertising basic tool to provide more and more 'relevant and consistent with the behavior and user needs.
text strings, codes, data are recorded and analyzed by the planning software will be crucial in order to provide advertisements "customized" and, presumably, acceptable to users and to contact them precisely in time with customized offers.
All this thanks to a renewed capacity 'to make creative' online that necessarily must 'be "empowered by technology."
The role of agencies and then gradually going to change 'and also the relative professionals who will be more and more 'on the one hand characterized by mathematical and statistical skills, and other artistic and humanistic psychology.
other hand, the social-media have also revolutionized and more and more 'will revolutionize the marketing and advertising calls into question the value of brands, and products, now determined and influenced by the conversations between people, returning a value specifically the concept of "time to market." Gia 'now has much more than' a negative opinion of some user "influencer" posted on a social-network and "viralizzato" by his friends in real time that 800 GRPs's television daily. Tomorrow the marketing decisions will be guided by the capacity 'to listen to the needs and dreams of individuals who will determine the strategies. A "supply chain up side down" that will affect 'totally choices of production of goods and services companies. An economy based on persuasion not so much the companies to consumers to induce them to purchase certain products and services than on deterrence by consumers against companies producing tangible and intangible assets that are not the fruit of their choices and shared.
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