Olivier Francois is one of the masters identified in the creation of creative, exciting and impactful television advertising, especially during the decade of the Super Bowl television ads he produced for Fiat Chrysler Automotive, where he is Chief Marketing Officer.
But now Francois is struggling to be as effective at virtual creation as it was in the classic TV format. Offering opportunities and even a mandate through the discordant brutality and profound consequences of Covid-19, Fiat Chrysler invested heavily in virtual-only creation while navigating the pandemic and generating advertising tailored to the basics of conversion of the American economy and the psychology of Americans. Consumer.
“We need to make sure of the sustainability of the company now, and it’s transparent that the long term is virtual,” Francois told me. “This is not only due to the increasing ingestion of virtual advertising, but also because virtual advertising is the position in which we can implement winning strategies, teams and algorithms.”
Until recently, Francis said, he was swiping left in the countless places he and his staff would get from programmatic advertising corporations and other corporations that promote teams to help brands take advantage of virtual capabilities well.
“But now I’m not going to throw it all away, ” he said. “Now I’m fascinated by the intensity and breadth of technologies that can help us send the right message, the right creation, for the right audience, and save time and money while we do it.”
In fact, the pandemic accelerates the moment of first revelation on this point for Francis; The first is what two Super Bowls learned two years ago when it was decided by Fiat Chrysler from television advertising of the big games for the first time in a decade and instead presented itself with a digital-only ad on Super Bowl weekend.
“I learned that we may get the same amount of eyes with virtual and for a fraction of the cost,” Francis said. “In addition, it can aim entirely only at the demographics of viewers, but also where consumers are in the acquisition funnel.”
Between the differences between the demands of virtual smart fortune and what smart TV advertising does, Francois learns how to attract consumer attention. While the audience will allow an ad to gradually attract them, he said, with virtual classified ads, “you want to get consumers’ attention in the first few seconds. That’s something we’re already looking to do, but there’s still a lot of paintings to do. You want to highlight the relevance detail in your classified ads so that others perceive from the beginning that we’re storytellers.
“The winning detail in classified ads is emotion,” the human set of rules,” he explained. That’s why we want to coexist and thrive with the “silicon rule set” that everyone is talking about. We will continue to focus on the emotional aspect of marketing, but you will have to live in spaces other than television, and in the other spaces, you want this set of silicon rules to be noted for [advertising]. “
Francis said the upcoming pre-eminence of virtual advertising also has major implications for the behavior of advertisers’ customers like Fiat Chrysler. He said virtual capabilities, adding up to the use of synthetic intelligence, are blurring the relevance of the classic “marketing funnel” that has dictated how brands have been customers for decades.
There are several diversifications of this funnel, however, the general concept is that broader access to consumers, but the more flexible appointments with them, are on the edge of the funnel, with the determination of an individual to buy, and hence the importance for a logo of involving that person, intensifying as it slides further into the funnel that narrows. A typical scheme of this kitchen apparatus for marketing purposes has a “awareness” on the edge of the funnel, followed by “consideration”, then “conversion”, then “loyalty” and, despite everything, “promotion”.
Digital marketing can stir this funnel as if you really threw it into a ninja. “Digital has completely replaced this marketing sequence,” Francis said. “Normally, we build our media plan by attacking each of those elements one by one. But virtual consumers no longer attach the funnel. They may not even look for something fast and jump on something they’re not looking for. Then, from the research, they will go to the wisdom of anything they did not need to look at, they will zigzag through the channels.
“What does all this mean? We want a lot of science, generation – and wisdom – to better perceive those behaviors. They can be the narrative of our own publicity.”
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I have broad interests and delight as a journalist, covering the automotive sector, the customer’s product industry, entrepreneurship and others, as well as
I have broad interests and delight as a journalist, covering the automotive sector, the customer goods industry, entrepreneurship and others, as well as politics, culture, media and religion. He used to cover the auto industry for the Wall Street Journal, which awarded me and some colleagues a Pulitzer Prize for our general motors protection. I have also covered cars for Edmunds.com, AutoTrader.com, Automotive News and Advertising Age. I am a principal contributor to Chief Executive Magazine, Brandchannel.com, Townhall Magazine, New Nutrition Business mag and Journal, among others. I hope that living in Flyover Country for the most part of my life gives me an ingrained perspective.