As we have mentioned in earlier posts, the analysis and knowledge obtained from our EmpathyBroker tool has shown us that a broad spectrum of user profiles exists and that a good bunch of them show a high degree of intentionality when surfing along a given kind of ecommerce.
Long lost are those days in which the natural progresión was from offline to online. Digital media was considered as something marginal against what was really important: the physical world. The ‘real’ stuff took all credibility against the new (though still quiet) virtual world, which was left as something unreliable.
When a brand wants to make the difference, this difference must be applied in all senses. Desigual, the most colorful Spanish fashion brand, thought that if ‘life is cool… why shouldn’t its internal browser be so?’.
Comparisons are odious, even more when you compare two entirely different things. Since the Internet was introduced as a new media, it seamed advertising would be easier and cheaper from then on, in comparison with offline media.