The commitment to mobile marketing has become a topic of interest for agencies and advertisers, who increasingly see the need to bet on this format. this could be demonstrated in the day offered by ‘the advertising program’, where representatives of some of the most important agencies in the sector demonstrated the effectiveness of this practice in football stadiums. Jesús Díaz, director of ‘the advertising program’ explains the importance of using this technology to adapt to the latest needs of the sector.
The need to maximize the effectiveness of advertising campaigns continues to increase the interest of agencies and advertisers towards a type of format that struggles to consolidate itself in the landscape, mobile marketing. a reality that could be seen in the day organized by the advertising program, which was attended by representatives of advertising agencies specializing in this technology, managers of telecommunications companies and advertisers.
The session, which was divided into two parts (simulating the celebration of a football match) was starred in its first part by representatives of institutions such as ico, red.es and icex, who explained the various ways in which the state helps consultants and brands in their leap to other markets, through loans and grants.
During the question time he highlighted the issue raised by Manuel Pacho, musical arranger close to the world of advertising, and composer of the well-known popular party, who consulted the speakers if the administration also granted subsidies to individuals. a question resolved by Ramón Iribarren, president of ico, who pointed out the capacity of the state to grant zero interest loans but no non-repayable grants. a fact that is explained by the need of the state, like any company, to bet on profitable projects with a vision of the future and not individual initiatives, such as the one raised by Pacho, who complained about it, who do not seem to have profitability.
The ‘second time’ focused on the application of mobile marketing in large stadiums. a session starring sixto arias, general director of mc mobi, javier cañiestro, director of development of new business of bango and isabel san second, director of customer services for universal mccann, among other leading executives of the sector, who unveiled the many advantages of the use of mobile marketing. On the other hand, responsible of mobile telephony operators such as orange or vodafone were in charge of explaining the deficiencies and real problems that the networks have when applying this technology but, nevertheless, they bet on its improvement and application.
Jesús Díaz, director of the advertising program and organizer of the conference, assured that ‘there is no doubt that mobile marketing is the alternative to television grp’. He also opted for the immediate need for modernization by the agencies ‘that should use this technology, if they do not want to be obsolete’, since ‘we are not talking about something of the future, but a need for the present,’ added Jesus.