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PERSUASIÓN.NET, por Richard Sánchez
El soporte como fuente de confianza
Richard S. 01/06/2003, 21:38:31
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Ha llegado el momento de ir más allá de los GRP's, los OTS's y demás parámetros cuantitativos. La red ha alcanzado ya el punto de madurez necesario para proporcionar algo mucho más valioso que la notoriedad y el impacto publicitario en seco. Se trata de impactos contextualizados, suavizados, empáticos y persuasivos empleando los webs que realmente aportan valor a la publicidad. ¿O es que usted compra espacios online en cualquier web sin importarle cuál?.




El 82% de los internautas considera que la publicidad ofrecida a través de sus webs favoritos corresponde a marcas y productos “de alta calidad”. Es la conclusión a la que llega la Online Publishers Association a partir de un estudio realizado a más de 4.000 encuestados y en el que han participado al menos 20 webs de relevancia. La información podría resultar peregrina si no se analizara desde la idea de que los tiempos de crisis durante los cuáles las inversiones se recortan obligan a emplear el ingenio para lograr resultados sin exigir inversiones adicionales. El estudio revela una herramienta al servicio de los anunciantes que les permite aumentar la eficacia sin aumentar el presupuesto: Heredar el prestigio del soporte.

En realidad se trata de mucho más. Hace siglos que quedó demostrado que no es lo mismo vehicular la publicidad de nuestra empresa a través de un medio de comunicación de prestigio que a través de otro marginal. La vuelta de tuerca extra consiste en apoyarnos, no sólo en medios consagrados con marcas de prestigio, sino en las relaciones de afinidad, identificación y confianza que los medios de comunicación, léanse websites, construyen entre ellos y sus lectores. No se trata de tener un tráfico de consumidores intelectuales, sino una maraña de relaciones de apoyo que hagan del soporte en cuestión el compañero imprescindible de los internautas: un punto de referencia del que no duden nunca en su proceso de navegación.

Así, existen websites cuyos contenidos serán inmediatamente aceptados y asimilados como propios por sus lectores. Son aquellos webs que han puesto en marcha un proceso de identificación con ellos. No sólo defienden un servicio de calidad, sino un servicio a la medida de sus expectativas políticas, emocionales, etc. El público reconoce en ellos sus propias ideas y establece un vínculo difícil de romper que crea animadversiones contra aquellos terceros que pretendan interferir.

La utilidad publicitaria de estas relaciones es evidente puesto que los copys publicitarios insertados en dichos soportes heredan las características de estas relaciones de confianza con los lectores, a la postre público objetivo, y hacen a éste atribuir una mayor credibilidad a la publicidad que encuentran en ese web. El prestigio del canal, es decir, el medio, garantiza la atención y la credibilidad del propio emisor, el anunciante.

En el fondo, y buscando analogías, no estamos descubriendo nada demasiado novedoso. En el medio radio, por ejemplo, hace tiempo que los locutores, titulares de tales relaciones de confianza e identificación con su audiencia diaria, locucionan por sí mismos los mensajes publicitarios de los anunciantes, dotándoles de una mayor capacidad de persuasión dado que se crea una confusión inconsciente acerca del verdadero origen de la información que están escuchando. ¿Por qué no emplear esta estrategia en la Red?.

Una consideración paralela a esta manera de actuar es la que afecta a los editores. Son ellos los responsables de la construcción de estas relaciones de identificación más allá de la promesa del buen servicio o la información objetiva. Ellos han de apostar por una línea editorial, por una posición pública y una gestión publicitaria que favorezca la creación de este entorno que agregue valor añadido a la publicidad que se ofrece. Así, los medios obtendrán un argumento definitivo para justificar sus tarifas publicitarias y aumentarán la eficacia publicitaria de los mensajes. Esto no significa, siguiendo con la aplicación del AIDA, que la relación vaya a guiar de la atención a la acción a toda la audiencia, pero sí que se aumenta la capacidad para alcanzar los objetivos publicitarios, pues la modificación de una actitud o una imagen acerca de un objeto psicológico dado (una marca, un producto, una empresa, un hábito…) resulta más sencilla cuando se cuenta con un tercero cuya credibilidad está demostrada ante los ojos de nuestro público objetivo.

Así, antes de programar en frío su campaña de publicidad, busque soportes calientes sobre cuyas relaciones de confianza con la audiencia pueda usted construir un mensaje directo, eficaz y libre de sospechas relativizadoras que arruinen su funcionamiento. Por una vez, los OTS, los GRPs y demás pueden quedársenos cortos para alcanzar los objetivos. Dicho de otra manera, no olvide en sus planes de medios online la dimensión cualitativa que aumente el valor de su comunicación.


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Comentarios

Me hace gracia que este sitio se dedique a dar recomendaciones sobre Internet, como llegar a los usuarios... cuando la forma de presentar los artículos es la peor que puede haber.
No hay ni un punto y aparte, la separación entre las líneas es mínima... por lo que la lectura es dificilísima.
A ver si aplican sus consejos en sus páginas.

Jon

Enviado por Jon - 03/06/2003, 9:04:05

ya está, hombre, ya está corregido ;-) Sólo era un error en la introducción del texto que no había interpretado correctamente los retornos de carro a pesar de que sí los había.

Solucionado.

Gracias a todos.

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