
At SMART, we believe that a 100% digital advertising campaign might not be the best option. This was proven by The School of Marketing (P&G) a few years ago when they decided that a MIX approach was better.
100% digital and social media-focused ad campaigns have significant advantages, but they also present disadvantages. Here is an analysis of what you can gain and lose by focusing exclusively on this channel:
What You Gain:
1. Precise segmentation:
They allow you to reach specific audiences through advanced demographic, geographic, interest, and behavioral segmentation tools.
Real-time measurement:
It is possible to evaluate the campaign’s performance in real time (clicks, impressions, conversions, etc.) and adjust strategies on the fly.
More affordable costs:
Generally, they are less expensive than traditional media such as television, radio, or print.
Global reach:
With social networks, it’s possible to reach audiences anywhere in the world, especially in markets where the use of these platforms is high.
Direct interaction:
They enable two-way communication with consumers through comments, messages, and reactions.
Speed of implementation:
Digital campaigns can be launched in a short time, without the delays associated with traditional media production and distribution.
What’s Lost:
Reach outside the digital ecosystem:
People who are not active on social media or who do not consume digital content (for demographic or access reasons) are left out of reach.
Deep emotional connection:
Often, traditional media (such as television) have a stronger emotional impact, as they allow for immersive and memorable experiences.
Trust and credibility:
Some consumer segments trust digital advertising less due to ad saturation and perceived invasion of privacy.
Message persistence:
In media like television or billboards, the message tends to have a longer duration in the audience’s memory. In social networks, content is consumed quickly and can be forgotten.
Less control over context:
On social networks, ads can appear alongside negative or irrelevant content, affecting brand perception.
Technological challenges:
Dependence on algorithms, technical issues (such as ad blockers), and constant platform changes can limit reach.
Depersonalization:
Although there is interaction, social networks can lack the more personal or tangible experience that traditional media offer, such as in-person events or activations.
Conclusion:
Opting for a digital-only and social media advertising strategy maximizes efficiency and segmentation, but it can sacrifice aspects like emotional connection, reach outside the digital world, and trust with certain audiences. The ideal approach is to integrate both worlds (digital and traditional) to maximize benefits and minimize limitations.
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