Interview Ombretta Capodaglio Marketing Manager at Nielsen Online, the leading global market research on the Web .
The Web Analysis what is important in developing an effective strategy for marketing online?
We believe that the analysis of the web is crucial for appropriate strategic choices. Knowing the market through direct and in-depth analysis allows to understand the strengths and weaknesses and to evaluate the behavior of users and target audience. In this way, the marketing strategy that goes with it can boast a solid and will prove effective. The continuous monitoring of results is fundamental to finding a tangible and direct the validity of a transaction marketing, and this is what can ensure the development and ultimate success.
We know that among the services provided to your customers is a constant monitoring of the main portals that host online advertising space. What are the most creative use by advertisers who invest on the internet last few years?
investments on the Internet are increasingly differentiated. The Nielsen Online analysis showed that there is a wide range of initiatives, among them the banner ad hoc campaigns and e (eg formats / packages, personalize home pages, etc.) that still represent the majority (almost 60% of Total online investment from January to September 2007), sponsorship (20%) and keywords advertising (well, 11% not including Google). We have also seen a growth in the use of newsletters / DEM and SMS, though their presence in the online total investment is still limited (5% for both types).
In UK investment in online advertising have surpassed those of Radio, which can be regarded as the true success factors of the growth of advertising on the Web?
We believe that one of the key success factors that determine the growth of advertising online is the ability to reach Nielsen Online defines the target that "reloaded" or young, dynamic and active using the Internet as the primary means of communication and information, and that for various reasons are more difficult to reach by other media. Internet not only offers the possibility to reach this target, but also allows you to communicate with a language more direct and totally innovative than the usual media. This customization, combined with technologies that allow maximum use of creativity, makes communication more widely accepted than a mass message, and its success.
Nielsen Online has become part of the network of companies collaborating with the Master in Marketing and Communication Web and New Media Company University, providing a scholarship of 3000 €.
What reasons have led to invest in training young experts in Digital Marketing?
Nielsen Online wishes to encourage and promote the training of young people in digital marketing industry experts as the present and the future of communication is played right on the camera. Collaboration with the media and professional training to Nielsen Online enables it to contribute actively and effectively to the increasingly rapid growth and digital marketing specialist. And 'we plan find, train and develop talent and give young professionals the means that will lead them to create the basis for the economy of the future. Provide opportunities to interact with professional and training institutions are very important goals for Nielsen Online.
Nielsen Online is among the companies that welcome interns the students of the Master WNM for the period of internship. What kind of experience and skills which will accrue to the person who will be included in your team?
Our company is an international organization and as such will be able to offer a broad perspective, taking the trainees in a highly qualified and professional. Participants will be given the opportunity to field test the acquisitions of the course, and to observe the scenario of new media from a technical standpoint, getting a complete preparation, not just theoretical. They will study the details of the digital media audience measurement, observe the resulting assessments of market dynamics, and how this will lead to greater strategic capacity.
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