MERCADEO Versión en español
Gustavo Razzetti of LAPIZ: Advertisers must find a balance to avoid intrusive marketing saturation
2 de diciembre de 2015
Gustavo Razzetti, EVP y Director General de LAPIZ
For Gustavo Razetti, EVP and General Director at LAPIZ, advertisers must find a balance in how much they want to engage consumers to avoid intrusive marketing saturation. Talking to PRODU, he explained that the ad blocking phenomenon has gained impetus, because many brands have migrated its investments to digital due to its economic effectiveness or efficiency, and have been abusing the consumer. “When you try to interrupt too much, people get tired and its time to find a balance in how much youre interrupting. But advertising is always going to interrupt, even when doing content”. Many of LAPIZ’s digital campaigns are developed under creation premise instead of relying only on pay media. Youve got influencers or a consumer spreading that content.” He added that “ultimately you used to have 30 seconds to get peoples attention and now you only have 3 seconds. If you dont achieve that, youre lost”. Even though U.S. advertisers shift their investment to digital, sometimes this is about deciding upon efficiency, but without any previous planning. “You cant separate your media strategy from your content strategy.” He said that his work philosophy is grounded in boosting digital and traditional. “More than dividing, its about taking the goodness of each channel and doing it as a team. You cannot use only digital in marketing”.
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