{"id":103,"date":"2021-06-25T11:26:47","date_gmt":"2021-06-25T14:26:47","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=103"},"modified":"2023-02-06T01:35:36","modified_gmt":"2023-02-06T04:35:36","slug":"offline-or-online-which-strategy-is-best","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/offline-or-online-which-strategy-is-best\/","title":{"rendered":"Offline or online: which is the best strategy?"},"content":{"rendered":"<p><span style=\"font-size: large;\">Invest in <strong>offline\u00a0<\/strong>or\u00a0<strong>online<\/strong>? <a href=\"https:\/\/verocontents.com.br\/en\/blog\/inbound-marketing-and-integration\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inbound\u00a0<\/a>with or without outbound? The life of a marketer is full of these dilemmas.<\/span><\/p>\n<p><span style=\"font-size: large;\">And it&#039;s no different when I talk to my clients. In an increasingly digital world, this question arises in 10 out of 10 marketing professionals.<\/span><\/p>\n<p><span style=\"font-size: large;\">Let&#039;s start by analyzing some characteristics of traditional advertising and its use in offline media.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/offline-or-online-which-strategy-is-best\/#A_publicidade_tradicional\" >Traditional advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/offline-or-online-which-strategy-is-best\/#O_marketing_digital_como_atracao_da_atencao\" >Digital marketing as attracting attention<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/offline-or-online-which-strategy-is-best\/#O_outbound_marketing_como_ferramenta_complementar\" >Outbound marketing as a complementary tool<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/offline-or-online-which-strategy-is-best\/#Seja_offline_ou_online_o_marketing_digital_e_o_conteudo_devem_estar_presentes\" >Whether offline or online, digital marketing and content must be present<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"A_publicidade_tradicional\"><\/span><span style=\"color: #ff9900;\"><strong><span style=\"font-size: large;\">Traditional advertising<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">In traditional advertising, the focus is on capturing attention. It&#039;s about attracting those who are present on electronic media (TV, radio, even a website) or are browsing a magazine or newspaper. <\/span><\/p>\n<p><span style=\"font-size: large;\">Or, for those leaving home, outdoor or indoor media (billboards, banners, panels, media in elevators, etc\u2026). <\/span><\/p>\n<p><span style=\"font-size: large;\">Let us note that this is a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/integrated-marketing-strategies\/\" target=\"_blank\" rel=\"noopener noreferrer\">strategy<\/a> of massive and often dispersive presence. And this happens even if it is done in segmented media, such as cinema (the practically perfect attention media) or pay TV. At this moment, the public does not intend to pay attention to what is being shown to them.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_marketing_digital_como_atracao_da_atencao\"><\/span><span style=\"color: #ff9900;\"><strong><span style=\"font-size: large;\">Digital marketing as attracting attention<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">At the <strong>digital marketing<\/strong>, when we focus on content or paid advertising (sponsored links on Google or <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-generate-leads-with-facebook\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook Ads<\/a>) we are doing the opposite. The message is focused on those who are already interested in the product\/service\/brand. <\/span><\/p>\n<p><span style=\"font-size: large;\">Even if it is an email marketing campaign, just<em>\u00a0<\/em>Click for those who already have a certain interest in the subject. The path, therefore, is the opposite. It is not the media that attracts attention, but the user is the one who searches and ends up finding what they need.<\/span><\/p>\n<p><span style=\"font-size: large;\">The <strong>offline <\/strong>or <strong>online<\/strong> They are two different ways of communicating with the target. But the main point to be asked is: does what is being offered or sold solve this prospect\u2019s problem? Is the communication really clear regarding this solution?<\/span><\/p>\n<p><span style=\"font-size: large;\">In times of tight budgets, the message must be aligned with the client\/prospect&#039;s expectations more than ever.<\/span><\/p>\n<p><span style=\"font-size: large;\">We must see if, in fact, we are fulfilling the task of communicating to this public the differences and solutions we are offering them. And it will be in accordance with this communication that we will define where to direct media planning.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_outbound_marketing_como_ferramenta_complementar\"><\/span><span style=\"color: #ff9900;\"><strong><span style=\"font-size: large;\">Outbound marketing as a complementary tool<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">Nowadays we also hear about outbound. But what exactly is it? Outbound is the complement to inbound marketing. This is an acceleration of leads that may be likely to consume your product or service.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Seja_offline_ou_online_o_marketing_digital_e_o_conteudo_devem_estar_presentes\"><\/span><span style=\"color: #ff9900;\"><strong><span style=\"font-size: large;\">Whether offline or online, digital marketing and content must be present<\/span><\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: large;\">I am an advocate of <em>cross media<\/em> as a way to drive results. And, more than ever, I believe that digital marketing and content marketing must be part of any campaign\u2019s media plan.<\/span><\/p>\n<p><span style=\"font-size: large;\">So, let&#039;s see:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: large;\">digital marketing allows for better measurement of ROI;<\/span><\/li>\n<li><span style=\"font-size: large;\">the cost of acquiring customers can fall by using tools and strategies that attract customers who are already looking for the solution;<\/span><\/li>\n<li><span style=\"font-size: large;\">building an email base on your website through content marketing makes your results optimized;<\/span><\/li>\n<li><span style=\"font-size: large;\">you can build a relationship with your customer much more efficiently by using social media correctly;<\/span><\/li>\n<li><span style=\"font-size: large;\">and, joining point number one to point number two of the question... content marketing presents, better than any other marketing tool, all the qualities and benefits of your product\/brand\/service, informing, educating and adding value.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: large;\">And all of this can be done with the support of traditional media, which can direct your audience to the website\/blog\/application.<\/span><\/p>\n<p><span style=\"font-size: large;\">If your brand\/product\/service is used to wide-reaching media, why not optimize some of your budget for digital, thinking that the most important thing nowadays (in challenging times then) is to retain the customer and invest in marketing. results?<\/span><\/p>\n<p><span style=\"font-size: large;\">Think about it carefully.<em> Cross media<\/em> with intelligence. And with <em>content<\/em>.<\/span><\/p>\n<p>Per <em><strong>Marcel Castilho<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Investing offline or online? Inbound with or without outbound? The life of a marketing professional is full of these dilemmas. And it&#039;s no different when I talk to my clients. In an increasingly digital world, this question has been arising in 10 out of every 100<\/p>","protected":false},"author":1,"featured_media":2166,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15],"tags":[14,13,12],"class_list":["post-103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-e-vendas","tag-cross-media","tag-marketing-de-conteudo","tag-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Offline ou Online - Qual a Melhor Estrat\u00e9gia - Vero Contents<\/title>\n<meta name=\"description\" content=\"Marketing digital ou m\u00eddias tradicionais? 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