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The world of online advertising is still underexploited by leading brands operating in Spain.
The second edition of the survey of "The Influence of Brands in the Digital Society", carried out by IE Business School and advertising agency NCA y Asociados, reveals the current realities of Spain's 100 top brands in terms of advertising on the Internet and key social networks. The average score attained by these companies in terms of impact achieved by online advertising is a scant 4.6 out of 10, evidencing that the online performance of major brands in Spain is lacking in both quantity and design, and that they still have a long way to go in this respect.
The report prepared by NCA and IE Business School analyzed the performance of online advertising of the 100 most advertised brands in Spain in 12 key sectors: food, banking and insurance, beverages, beauty and hygiene, cleaning products, distribution, household appliances, energy, fashion, automobiles, telecommunications and tourism and travel. The survey focused on 3 basic concepts for positioning a brand on the Internet: impact, presence and reputation. The overall scores presented in the report are based on the average of each of the abovementioned sectors.
The only sectors that achieved an outstanding result for online advertising in Spain were those of beverages, banking and insurance and distribution. Tourism and travel enjoyed a fairly good position. The performance of telecommunications, automobiles and household appliances was below par. Beauty and hygiene, energy and fashion, achieved a low position, while cleaning products, which run intensive campaigns using traditional methods, are very badly positioned in terms of online advertising.
The NCA and IE Business School report also reveals sector-specific trends. Food, beauty and higiene, fashion, and automobiles focus on brand reputation in their online advertising campaigns. Banking, distribution, household appliances, and energy focus on achieving brand impact through search engines. Beverages, cleaning products, telecommunications, and tourism and travel center their efforts on gaining presence on social networks. Such are the general trends revealed by the survey, while the authors of the survey also reported that each sector includes outstanding performances by certain brands, with marked interests in the different criteria.
"The findings of this report show that there is no such thing as a perfect strategy for brands when it comes to online advertising" says Rafael Bonnelly, Director of the Survey. "We found excellence in terms of impact side by side with very poor performances in key brand concepts, such as reputation. Most of these companies still have a long way to go to achieve a balanced strategy for brand management online. We have been hearing this for some time now, but it is always worth underscoring the fact that companies that do not take the appropriate measures in this respect will be find themselves out of the marker sooner than they think. "
Carlos Saldaña, Director of Marketing at IE Business School feels that the survey serves as a point of reference. "It is the first time that a report has measured and compared how leading traditional brands operate in the digital arena, revealing the gaps that exist. It is surprising that almost a third of leading brands in Spain do not operate on social networks, or that others that spend millions on traditional advertising formats spend very little on online strategies, which is where customers are now."
Spanish multinational Catenon, a technology-based company dedicated to global searches for talent, has signed an agreement with IE Business School to provide its students and alumni with international job offers across the globe.
On May 6 the IE Tourism Club, IE Business School's Tourism Department and Magma Turismo held a workshop debate on The corporate identity of the Net: the power of conversation among users, to examine the impact of technologies on the tourism sector.
IE Business School and busuu.com, a European online community for learning languages, have conducted the 2011 Language Barometer survey, the world's largest online report on the future of language learning. More than 16,000 people from over 150 different countries took part in the survey which was carried out in March 2011.
March 31 was the deadline for submitting journalistic work for the first edition of the IE Business School IE BUSINESS SCHOOL Prize for Iberoamerican Economic Journalism (http://premioperiodismo.ie.edu/)