2023, the return of the offline era

It is undeniable that, nowadays, online media has expanded at an increasingly accelerated pace. Due to this dynamic, many companies end up forgetting about offline media and its importance. But, after all, what is offline media?

As the name suggests, it is media that cannot be found on the internet, being transmitted through more traditional communication vehicles, such as murals, billboards, prints and advertisements on radio stations and television channels, among other means.

Although it was established for its relevance in itself, digital media should always act in harmony with offline media. One does not replace the other, occupying distinct and equally important spaces in terms of advertising and consumer needs. This is because the traditional format, in addition to being used for years as an effective method for brands to achieve their objectives, preserve and expand their audience, brings very particular opportunities and strategies for communication between the company and the target audience.

It’s a fact: smartphones and computers have captured people’s attention in recent years. But, in a practical way, when you think about continuity and recurrence, you think about what is part of the population’s daily life. In other words, what is present in the offline environment, in reality. For example, a person may be on their cell phone while walking past a billboard on their way home. Or, they may not focus on the advertisement they hear for the first time on the radio, however, it is unlikely that this person will go unnoticed by these events every day. Therein lies the merit of the frequency and routine provided by offline media.

Furthermore, analyzing this routine in radio and TV programs, there is an essential factor for this advertising model: the intimacy created between the public and the brand based on the credibility of the announcers and presenters, who end up “sponsoring” the products and services advertised. for them. This attention spent when advertising, when used alongside other sales techniques, is one of the main resources for publicity and, consequently, for the growth of companies.

Another prominent factor for offline media is the ability to reach audiences who do not have access to the internet, whether due to financial conditions, age or even choice. Therefore, considering that the competition for products and services in digital media is immense, using different means of communication to stand out in the market is imperative and, in this scenario, offline media is currently the safest way to leverage and expand a company. With the end of the pandemic, many people are looking for new experiences and reducing the time they spend online. As a result, an increase in investment in offline advertising is expected in 2023. If you are interested in entering this market, here are some tips: The first step to a successful campaign is good planning. Before executing, it is essential to understand the target audience, the relevant information and the appropriate language for the connection between the brand and the consumer. Researching and planning is the first step to every successful campaign.

Although the ideas may be brilliant on paper, you need to put them into practice. To obtain good results, it is essential to choose qualified professionals and value them, who bring agile and unexpected solutions, working cooperatively. The use of technology is crucial to the development of offline media.

With its help, it is possible to measure campaigns carried out offline. Therefore, it is important that professionals in the field look for technological methods and tools that improve their work, allowing for a more complete assessment.

Among the essential tools for expanding offline communication are the collection of information generated by the media and the measurement of results, such as the number of calls received on the determined 0800 number, access to the QR Code displayed on the screens, the use of WhatsApp to receive messages and calls from those interested in the product and in-person customer service along with the promotional code published by the media.

Finally, remember: promoting offline, analyzing results online and discovering your ROI is the recipe for success!