Promovare online = doar bannere? Publicitatea online – in recesiune?
Incep cu o stire conform careia Musulmanii isi fac propriul Second Life. Informatii complete aici.
Ma opresc apoi la promovarea online, bannere si relatia lor cu perioada de recesiune.
Avem multe analize si articole care demonstreaza ca publicitatea online beneficiaza de bugete in scadere. In Adevarul citim: Multinationalele strang cureaua pe internet – un material care nu este prapastios: se incearca si unele previziuni si acestea nu sunt deloc pesimiste. Razvan Iancu scrie si el despre scaderea publicitatii online din domeniul financiar-bancar.
Gasim insa si pareri care arata anumite oportunitati – a se citi comentariile de pe The Bride’s Weblog.
Ce se poate intelege atunci: ca va scadea volumul de publicitate online? Ca de fapt nimic nu se schimba, ba chiar bugetele pentru 2009 vor fi mai mari?
Cred ca orice criza este un moment nefast pentru unii dar poate constitui un prilej de bucurie pentru altii. Nu este vorba despre profitori si exploatatori, ci despre cei ce remarca anumite posibilitati si le fructifica.
In conditiile in care banii din buzunar nu mai sunt la fel de multi – sau cand preturile cresc -, produsele care nu sunt critice pentru existenta pot cunoaste vanzari reduse. Un astfel de moment este propice pentru agentiile de PR si publicitate: companiile in cauza trebuie sa constientizeze necesitatea promovarii pentru a putea pastra un volum de vanzari cat mai mare. E posibil asadar sa dispara poate publicitatea serviciilor financiar-bancare – insa sa apara promovare la mancare fast-food, la masini etc.
Se mai remarca un fapt: promovarea nu se poate reduce la bannere si poate niste advertoriale. Trebuie identificate mix-uri de instrumente si tehnici care sa aduca o vizibilitate buna si sa aiba impact. Se vorbeste demult despre “decaderea” publicitatii TV. Cu siguranta nu va disparea, insa pentru promovarea unei companii ori a unui produs se pot gasi si solutii care sa aduca vizibilitate similara in costuri identice insa cu mai multe elemente incluse.
Promovare online = doar bannere? Din pacate mai sunt multi care asa inteleg o campanie online: reclame – fie ca sunt AdWords, fie ca sunt bannere. Poate si un advertorial in vreun newsletter.
In conditiile actuale consider insa ca promovarea online trebuie sa se diversifice. Desigur ca sunt multe companiile care au inteles acest lucru. Sunt insa din pacate multe si celelalte – care trebuie educate si trebuie sa afle beneficiile unei vizibilitati mai complexe online.
De ce sa reducem totul la un banner – care are oricum restrictii insemnate in transmiterea mesajului – si sa nu gandim mai amplu? Putem avea in vedere recomandari online – pe bloguri si site-uri. In fond si costurile sunt mai mici: de cele mai multe ori se ofera o mostra – produsul in sine (fie ca este un telefon, un soft, fie ca e o perna speciala, un aparat de intretinere etc.) ori chiar serviciul (primit spre testare in mod gratuit cateva luni).
Se pot realiza asocieri de imagine – cu diverse publlicatii: [aproape] orice site/portal/blog va fi mai degraba atras de asocieri pe termen lung, asocieri de imagine care sa aduca beneficii ambelor parti (de imagine si financiare). Si preturile sunt mai mici – fiind o suma ce vine in mod constant (la PRwave cel putin mergem pe astfel de colaborari si pe site si in cadrul blogurilor – acesta si PRwave Blog – si pe PRwave Directory).
Si cu siguranta resurse mai sunt. Important este sa fie puse toate in balanta si sa se analizeze situatia de ansamblu – locala si internationala.
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