MERCADEO Versión en español
Joakim Jardenberg from Helsingborgs stad: it is necessary to abandon the idea of doing advertising in traditional media
20 de mayo de 2015
Joakim Jardenberg, jefe de Internet de Helsingborgs stad
Joakim Jardenberg, Head of internet from Helsingborgs stad, warns that the market is constantly moving and that the only way to be successful is to learn constantly, but breaking paradigms.Jardenberg, who acted as speaker in the Hyper Island Master Class, assured PRODU that most people only see advertising in traditional media which is why the aim is to learn until you unlearn.”The goal is to manage to get people to understand that even if technology changes, that is not the main focus, we are still human beings with needs and behaviors that impulse us in different directions, but it a new ability we now use”, he says. Jardenberg points out that most people in the industry continue to be closely connected with the idea that traditional media has great value.”Advertising in televisión, commercials running on great shows are the main thing, that is what you should do. I don’t think so. We must abandon that idea. The fact that people are moving in new directions indicates there are changes. It is part of learning”.He adds that during the program they offered tools to analyze the market the best possible way. “In fact we have given them essential instruments to decode the measures, what they show and what people are really doing to understand the market”.
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