hen you think of traditional advertising, what comes to mind? You probably remember television, billboards, and radio. The consolidated media in the market have seen the change of logic in recent decades with the expansion of the Internet and the advancement of San Marino Email List Digital Marketing .Advertising professionals needed updating, adapting strategies and conquering new territory that continues to grow.Just as the arrival of email generated several speculations about the end of emails, with the arrival of online communication, several forecasts also emerged. In this article, you will understand if traditional advertising strategies are outdated or still worth investing in.Continue reading!After all, what is traditional advertising?What is the difference between digital and traditional advertising?Is Digital Marketing going to catch up with traditional advertising?How to configure the planning of a traditional advertising campaign?Why integrate digital marketing with traditional advertising?After all, what is traditional advertising?Formerly known only as advertising, this communication model gained a compound name to differentiate itself from Digital Marketing, which has a very different logic.
Traditional advertising encompasses offline channels from the mass media , such as television, billboards, radio, newspapers and magazines, distribution of brochures and interventions at the point of sale.With a more aggressive and invasive interaction format, traditional advertising has a more comprehensive reach, requiring greater visibility to achieve the desired impact. The media used in this advertising model do not have a segmentation filter, but pass a high level of authority in media that already generate credibility, such as newspapers, magazines, radio and TV.What is the difference between digital and traditional advertising?Thanks to metrics, Digital Marketing came to demonstrate what traditional advertising tried to explain for a long time: it is possible to have a much more efficient and complete management, monitoring the most diverse actions and behaviors .In addition, another differential of virtual platforms is automation, which allows the personalization of the attention service and scalability at a very low cost.Another strong point that differentiates the two strategies is segmentation ,
a key feature that changed the entire logic of creativity in advertising.After all, it is now possible to speak to a very specific audience, targeting ad groups to different buyer profiles. In this way, brands relate more deeply and better develop the branding and personality of the company.Is Digital Marketing going to catch up with traditional advertising?Apparently, we are not far from this scenario. If at first companies were somewhat reluctant to bet on online campaigns, investment in this communication sector increases every year. However, this is not a reason to give up the already established media on the market, as they also provide fantastic results.Of course, this points to a trend that must be considered, not only by advertisers, but also by agencies: virtual interactions will be increasingly important in the strategic planning of companies .As for traditional marketing, it will continue to exist and you will need more organized and proactive professionals to use this medium and achieve good results.How to configure the planning of a traditional advertising campaign?The first step is to have an action plan. The brainstorming or brainstorming remains critical, the media plan must be present and other directors must be present to ensure success with this type of advertising. Here are some tips to help your offline marketing campaigns perform as well as possible.Analyze the positioning of the brand in the marketThe initial step of a traditional advertising campaign is understanding your place in the market.
Understand the level of awareness and acceptance of the brand, what the public thinks about it, what values come to mind when the consumer remembers the company and how the competition has acted in these media.Understand where your audience isUnlike Digital Marketing, for offline advertising it is essential to understand the geographic distribution of customers. After all, a large part of the media has focused on the territory, as is the case with billboards, pamphlets and other physical actions. Additionally, traditional media, such as television and newspapers, target advertising based on location.Define the budget of your traditional advertising campaignFundamental in the checklist of an advertising campaign, it is necessary to define your budget, mainly because offline media tend to be more expensive than online.While a customer can invest a fixed fee to run a campaign with Facebook Ads, Google Ads and ads on other social networks, it may not be possible to pay for a single TV, newspaper or magazine ad with the same amount.Research media options and offline strategiesDo you know the traditional advertising options? Before the explosion of Digital Marketing, the new daily media were incorporated into this catalog of possibilities to interact with the public. Even today it is possible to find new media, although the focus is on finding more efficient digital tools. Among the options for traditional communication channels, the main ones are:
TV;radio;Newspaper;magazine;outdoors (including the bus door);distribution of brochures;actions in the PDV;bus stop;physical events.Bet on incredible experiencesIt is not because advertising is traditional that it should be broad and cover a lot. Bet on actions that impact your audience by offering a completely new experience.One company that managed to personalize physical actions was Coca Cola with cans bearing the names of consumers. One step further, the soft drink brand created an application on Facebook so that those who did not have the name could create their own can of Coca Zero with their name.Value human contact in this modelAnyone who has had the opportunity to work with a POS probably knows that physical focus campaigns have excellent results. However, not all business models allow you to place a person to offer tastings, for example.There are other options for this, such as event creation, that have the potential to work with sensory marketing .Develop a timeline of actionsWho will develop the campaign activities, when will it be delivered and what needs to be done? The traditional advertising action schedule should also include a media plan ,
including forecasting the channels on which campaigns will run, as well as the frequency and period of the ads.Choose metrics to monitor the impact of the campaignIn traditional marketing, monitoring results requires a bit more work, as well as not being as consistent as in digital.Even so, it is very important to determine metrics to analyze the impact of the campaign as precisely as possible. In this way, you understand if the strategies are working and if they have reached the determined goals. The two main indicators used in traditional marketing are: CAC (Cost of Acquisition per Customer): presents the amount spent on communication for each new consumer and is extremely relevant to know if what was applied in the campaigns is consistent with the average ticket spent per sale;
ROI (Return on Investment): offers a broad view of what stocks offer the company. Thus, the ROI ratio will be to discover the profitability obtained for each real invested, a fundamental piece of information to know if the campaign brings profit or loss and what is the proportion.Be more outbound and less intrusiveThe outbound marketing joined the inbound marketing (sales passive process). The outbound process is active, but this does not mean that it uses aggressive or invasive models. Think about the advantage of developing a traditional advertising strategy, thinking about how to relate to the potential customer and sell, but respecting the space and creating a quality relationship.