As diferenças entre a Publicidade Tradicional e Digital
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Durante anos passamos por inúmeras fases na comunicação que foram desde o tradicional rádio e jornal até grandes publicidades em portais, compra de links patrocinados e anúncios em aplicativos mobile. As diferenças entre a Publicidade Tradicional e Digital, e o que essas duas faces tradicional e digital tem de diferente? Você sabe?
Comerciais, panfletos, e-mails, anúncios. Nossa vida é rodeada por peças e campanhas publicitárias.
Mas durante tantos anos de história da publicidade, muita coisa mudou e a principal transformação foi a evolução da propaganda em meios de comunicação tradicional para meios de comunicação digital.
E você, sabe quais são as diferenças entre essas duas vertentes e qual delas são mais interessantes para o seu negócio? Nós ajudamos com um comparativo dos principais pontos dos meios online e off-line.
Onde acontece a publicidade?
Frequência x Tradição
A internet é um meio muito utilizado por qualquer pessoa para buscar informações sobre produtos e serviços. Segundo pesquisa realizada pela consultoria TNS Research International, 92% dos usuários pesquisam na internet antes de realizarem suas compras.
Porém, os meios tradicionais ainda trazem mais credibilidade para os brasileiros, como aponta a pesquisa realizada pelo IBOPE, em que 58% declararam que confiam no que é publicado em jornais.
Segmentação
Outra diferença importante entre os meios tradicional e digital é a segmentação de público.
No tradicional existem as segmentações de perfil e idade no caso das revistas e jornais, que possuem um público-alvo mais específico. Já na distribuição de panfletos e utilização de outdoors esse tipo de segmentação não é tão assertivo, já que você não tem controle sobre quais pessoas verão a propaganda no outdoor ou receberão o panfleto em mãos.
A mídia digital mostra uma segmentação mais clara e específica, por exemplo, em redes sociais você escolhe qual a localização do seu público, idade, gênero, interesses e idiomas em que seu anúncio será vinculado, ou seja, maiores chances de acertar seu cliente, com uma quantidade de alcance real.
Como mensurar os resultados
No quesito de análise de resultados a publicidade digital se destaca. O detalhamento é real e você pode acompanha-lo diariamente durante o período da campanha, dessa forma pode aplicar os resultados em sua empresa de forma barata e com alcance, muitas vezes, maior que em veículos tradicionais.
O Facebook, por exemplo, possui um gerenciador de anúncios, onde os relatórios podem ser exportados em vários formatos para visualização, seja em dados brutos ou gráficos com evolução.
Qual o investimento e retorno no Online x Offline
Quanto tenho que investir para fazer minha publicidade? A maioria das pessoas já sabe que no digital a verba pode ser menor que a aquela que separamos para o marketing tradicional. Pensando em desmistificar números e valores, é fácil fazer um comparativo entre os dois tipos de divulgação em 3 meios tradicionais: TV, Rádio e Jornal com uma publicidade em Portais e Blogs.
Claro que não podemos descartar qualquer possibilidade para divulgar uma marca ou empresa, é preciso primeiramente entender em qual meio o público alvo está ativo para depois aplicar uma verba em veículos de comunicação.
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