Discover how to manage traditional advertising campaigns
Posted: Thu Jan 23, 2025 7:11 am
When you think of traditional advertising, what comes to mind? You probably remember television, billboards and radio. The established media in the market have seen a change of logic in recent decades with the expansion of the Internet and the advancement of Digital Marketing .
Advertising professionals needed to update themselves, adapting strategies and cash app database conquering the new territory that continues to grow.
Just as the arrival of email sparked speculation about the end of email, the arrival of online communication also sparked predictions. In this article, you will understand whether traditional advertising strategies are obsolete or whether it is still worth investing in them.
Keep reading!
After all, what is traditional advertising?
What is the difference between digital and traditional advertising?
Will Digital Marketing Overtake Traditional Advertising?
How to set up a traditional advertising campaign planning?
Why integrate digital marketing with traditional advertising?
After all, what is traditional advertising?
Previously known only as advertising, this communication model has gained a compound name to differentiate itself from Digital Marketing, which has a very different logic. Traditional advertising encompasses offline channels from mass media , such as television, billboards, radio, newspapers and magazines, distribution of leaflets and interventions at the point of sale.
With a more aggressive and invasive interaction format, traditional advertising has a more comprehensive reach, which requires greater visibility to achieve the desired impact. The media used in this advertising model do not have a segmentation filter, but they pass a high level of authority on 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 has come to demonstrate what traditional advertising has long tried to explain: it is possible to have much more efficient and complete management, monitoring the most diverse actions and behaviors .
Another differential of virtual platforms is automation, which allows for customization of customer 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 connect more deeply and better develop the branding and personality of the company.
Will Digital Marketing Overtake Traditional Advertising?
It seems that we are not far from this scenario. While companies were initially somewhat reluctant to invest in online campaigns, investment in this sector of communication is increasing every year. However, this is no reason to give up on the media already established on the market, which 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 become increasingly important in companies' strategic planning .
As for traditional marketing, it will continue to exist and will require more organized and proactive professionals to use this medium and achieve good results.
How to set up a traditional advertising campaign planning?
The first step is to have an action plan. Brainstorming is still essential, the media plan must be present and other managers must be present to ensure success with this type of advertising. Below are some tips to make your offline marketing campaigns perform as well as possible.
Analyze the brand's positioning in the market
The first step in a traditional advertising campaign is to understand the brand's place in the market. Understanding the level of brand awareness and acceptance, what the public thinks about it, what values come to mind when consumers remember the company, and how the competition has performed in these media.
Understand where your audience is
Unlike digital marketing, offline advertising is critical to understanding the geographic distribution of customers. After all, much of the media has been focused on territory, such as billboards, flyers, and other physical actions. In addition, traditional media, such as television and newspapers, target advertising based on location.
Define the budget of your traditional advertising campaign
Essential in the checklist of an advertising campaign, it is necessary to define its budget, mainly because offline media are usually more expensive than online media.
While a client may invest a flat 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.
Investigate media options and offline strategies
Do you know the traditional advertising options? Before the explosion of Digital Marketing, new daily media were incorporated into this catalogue 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 traditional communication channel options, the main ones are:
television;
radio;
newspaper;
magazine;
outdoors (including the bus door);
distribution of leaflets;
actions at the PDV;
bus stops;
physical events.
Bet on incredible experiences
Just because advertising is traditional doesn't mean it has to be broad and encompass a lot. Instead, opt for 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. A 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 on it.
Values human contact in this model
Anyone who has had the opportunity to work with a point of sale probably knows that physical campaigns have excellent results. However, not all business models allow for placing a person to offer tastings, for example.
There are other options for this, such as creating events, that have the potential to work with sensory marketing .
Develop a schedule of actions
Who 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 a forecast of the channels on which the campaigns will be run, as well as the frequency and period of the ads.
Choose metrics to monitor campaign impact
In traditional marketing, monitoring results requires a little more work, and it is not as consistent as in digital marketing.
Still, it is very important to determine metrics to analyze the impact of the campaign as accurately as possible. This way, you understand whether the strategies are working and whether they have achieved the set goals. The two main indicators used in traditional marketing are:
CAC (Customer Acquisition Cost): 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): provides a broad view of what the actions offer to the company. Thus, the ROI ratio will be used 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 the proportion is.
Be more outbound and less intrusive
Outbound marketing has been combined with inbound marketing (passive sales 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 client and sell, but respecting the space and creating a quality relationship.
Why integrate digital marketing with traditional advertising?
Traditional advertising campaigns are important and impact even digital companies.
A good example is Netflix, which uses OOH ads to strengthen its presence in the daily routine of its users. A well-developed plan must reconcile the two types of media, enriching the audience's experience and not competing for their attention in a discordant way.
You may have noticed that traditional advertising can create excellent communication results. To do this, it is important to understand who the audience is and adapt the strategies, integrating digital marketing actions. In this way, you strengthen your brand image and enrich the relationship between the company and the public.
Advertising professionals needed to update themselves, adapting strategies and cash app database conquering the new territory that continues to grow.
Just as the arrival of email sparked speculation about the end of email, the arrival of online communication also sparked predictions. In this article, you will understand whether traditional advertising strategies are obsolete or whether it is still worth investing in them.
Keep reading!
After all, what is traditional advertising?
What is the difference between digital and traditional advertising?
Will Digital Marketing Overtake Traditional Advertising?
How to set up a traditional advertising campaign planning?
Why integrate digital marketing with traditional advertising?
After all, what is traditional advertising?
Previously known only as advertising, this communication model has gained a compound name to differentiate itself from Digital Marketing, which has a very different logic. Traditional advertising encompasses offline channels from mass media , such as television, billboards, radio, newspapers and magazines, distribution of leaflets and interventions at the point of sale.
With a more aggressive and invasive interaction format, traditional advertising has a more comprehensive reach, which requires greater visibility to achieve the desired impact. The media used in this advertising model do not have a segmentation filter, but they pass a high level of authority on 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 has come to demonstrate what traditional advertising has long tried to explain: it is possible to have much more efficient and complete management, monitoring the most diverse actions and behaviors .
Another differential of virtual platforms is automation, which allows for customization of customer 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 connect more deeply and better develop the branding and personality of the company.
Will Digital Marketing Overtake Traditional Advertising?
It seems that we are not far from this scenario. While companies were initially somewhat reluctant to invest in online campaigns, investment in this sector of communication is increasing every year. However, this is no reason to give up on the media already established on the market, which 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 become increasingly important in companies' strategic planning .
As for traditional marketing, it will continue to exist and will require more organized and proactive professionals to use this medium and achieve good results.
How to set up a traditional advertising campaign planning?
The first step is to have an action plan. Brainstorming is still essential, the media plan must be present and other managers must be present to ensure success with this type of advertising. Below are some tips to make your offline marketing campaigns perform as well as possible.
Analyze the brand's positioning in the market
The first step in a traditional advertising campaign is to understand the brand's place in the market. Understanding the level of brand awareness and acceptance, what the public thinks about it, what values come to mind when consumers remember the company, and how the competition has performed in these media.
Understand where your audience is
Unlike digital marketing, offline advertising is critical to understanding the geographic distribution of customers. After all, much of the media has been focused on territory, such as billboards, flyers, and other physical actions. In addition, traditional media, such as television and newspapers, target advertising based on location.
Define the budget of your traditional advertising campaign
Essential in the checklist of an advertising campaign, it is necessary to define its budget, mainly because offline media are usually more expensive than online media.
While a client may invest a flat 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.
Investigate media options and offline strategies
Do you know the traditional advertising options? Before the explosion of Digital Marketing, new daily media were incorporated into this catalogue 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 traditional communication channel options, the main ones are:
television;
radio;
newspaper;
magazine;
outdoors (including the bus door);
distribution of leaflets;
actions at the PDV;
bus stops;
physical events.
Bet on incredible experiences
Just because advertising is traditional doesn't mean it has to be broad and encompass a lot. Instead, opt for 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. A 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 on it.
Values human contact in this model
Anyone who has had the opportunity to work with a point of sale probably knows that physical campaigns have excellent results. However, not all business models allow for placing a person to offer tastings, for example.
There are other options for this, such as creating events, that have the potential to work with sensory marketing .
Develop a schedule of actions
Who 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 a forecast of the channels on which the campaigns will be run, as well as the frequency and period of the ads.
Choose metrics to monitor campaign impact
In traditional marketing, monitoring results requires a little more work, and it is not as consistent as in digital marketing.
Still, it is very important to determine metrics to analyze the impact of the campaign as accurately as possible. This way, you understand whether the strategies are working and whether they have achieved the set goals. The two main indicators used in traditional marketing are:
CAC (Customer Acquisition Cost): 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): provides a broad view of what the actions offer to the company. Thus, the ROI ratio will be used 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 the proportion is.
Be more outbound and less intrusive
Outbound marketing has been combined with inbound marketing (passive sales 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 client and sell, but respecting the space and creating a quality relationship.
Why integrate digital marketing with traditional advertising?
Traditional advertising campaigns are important and impact even digital companies.
A good example is Netflix, which uses OOH ads to strengthen its presence in the daily routine of its users. A well-developed plan must reconcile the two types of media, enriching the audience's experience and not competing for their attention in a discordant way.
You may have noticed that traditional advertising can create excellent communication results. To do this, it is important to understand who the audience is and adapt the strategies, integrating digital marketing actions. In this way, you strengthen your brand image and enrich the relationship between the company and the public.