Currently, the world is experiencing digital revolution where companies like Airbnb and Uber have emerged through technological innovations. These companies use mobile applications, and are currently doing very well on organic search rankings. These rankings are used to estimate the value of a brand, as explained by José Borghi of Mullen Lowe Brasil. The increasing demand of Smartphones on the market has played a critical role of enhancing e-commerce, says CEO of Mullen Lowe ad agency, José Henrique Borghi. This has been made possible because these devices have applications that allow customers to purchase products or services much faster and easier. These are features that majority of consumers are looking for when choosing alternative methods of shopping.
In 2015, a study conducted by Criteo revealed that sales of items through Smartphones and tablets accounted for over 50% of all online sales, noted José Borghi. Majority of consumers of e-commerce highlighted brands related to fashion as their main focus. For instance in the U.S., online sale of clothing and other accessories using these devices was approximately 40% of the entire online sales on the market. José Henrique Borghi believes the e-commerce industry will continue to grow in future, especially in the sale of mobile devices and accessories. He further urged retailers and brands to identify this trend and find efficient ways of adapting it.
About Advertising Expert José Borghi
Mr. Borghi is a prominent Brazilian advertising expert who began his career from scratch. After several years of hard work, Borghi has emerged as one of the most respected ad professionals in Brazil and abroad. He studied Advertising and Propaganda at PUC Campinas, He began his career in 1989 and worked for several Brazilian ad agencies until he co-founded BorghiErh after partnering with Erh Ray. After several years of restructuring and partnership, the agency is now called Mullen Lowe.
Source of the article : http://www.ecp.org.br/revista/entrevista/julho
According to José Borghi of Mullen Lowe Brasil, the media has been growing every day together with the society, and in a certain way, it is becoming inseparable from people’s life. For instance, in the 20th century the ways in which television and radio mass media broadcasts news, and other information has changed. Borghi says that the change in the ways the information reaches the public has played a great role in improving advertising field. This improvement came about because small and large companies embraced the opportunity to create awareness of their products and services to more people.
The CEO of Mullen Lowe Brazil, formally known as Borghi Lowe says that recently the mass media has grown drastically changing communication at a high pace. The internet as well has changed the way people communicate with each other through the many applications evolved. It has also led to significant profitability to treasured brands and companies such as Google.
The evolution of smartphones and tablets devices has offered the consumers with a new platform to access information compelling for a need to change in advertising methods. Individuals and companies need to change their advertising perspective to remain competitive because the potential audience seems to have shifted their behavior as well. Apparently, this has led to the emergence of online advertising, and it is positively influencing the investments growth in Brazil and the rest of the world. From the statistics of the year 2015, $9.5 billion was made from investments acquired through online advertising. This performance marks a 14 percent increase compared to the year 2014. José Borghi says that there is a high expectation of more investments being received from online advertising in the year 2016.
Online advertising is more rampant and advanced in the United States. According to the Internet Advertising Revenue Report, investments earned about $27.5 billion in 2015 alone which is about 20 percent growth if compared to the 2014 statistics. José Borghi says that the biggest impact came from digital marketing established for mobile devices which brought an increase of about 51 percent. The internet has also become readily available and less expensive in recent years leading to the increased application.
With the trend revealed above in Brazil and the rest of the world, online advertising is one of the aspects that every company needs to accommodate in their action plan. José Borghi from the Mullen Lowe highlights that with this form of publicity, better results can are achievable which confirms that the media industry has undergone a great revolution.