I am against offline advertising! And here is why:
Let's first sort out the terminology and the technical absurdity of this method. Let's go!
Offline advertising is traditional marketing, a way to notify potential customers about a product that does not involve using the internet. For example, ads in and on public transport, radio, television, the press, the elevators of residential buildings and offices, and simply littering the streets with garbage!
Offline channels include: television, magazines, newspapers, flyers and other channels that do not use the internet.
Now for the hardest part. I will prove that using offline advertising these days is not effective.
Some defend the effectiveness of these traditional channels, but if you measure effectiveness by an increase in sales rather than by buzz at advertising festivals, the picture is not as rosy as in the creative ad clips and presentations of advertising agencies.
How is offline advertising developed?
The client describes their audience. This is done in two ways: based on their own assumptions and based on research. Research, as a rule, can only be afforded by large companies. But even that does not insure them against risks, because advertising for such companies is a mass carpet bombing instead of pinpoint nuclear strikes.
Some assumption about possible clients is formed. Their age, gender and interests are presumed. And on this basis a picture is formed of their lifestyle, interests, fears, hobbies and habits. Put simply, the Target Audience is defined.
Advertising platforms are selected based on these assumptions. Advertising platforms can be magazines that people read, with which they associate their lifestyle. They can be billboards of outdoor advertising located in certain districts or near some active gathering points of a particular layer of people.
Why is offline advertising most often ineffective?
First, the assumptions about the target audience may be wrong, despite expensive research.
Second, magazines, platforms and advertising agencies may distort information in order to sell the advertising media that is profitable for them. For example, it is far more profitable to sell time on TV and radio than to distribute the same client's budget across the ordered media.
Third, with such mass exposure it is hard to form a clear message, so "plastic", look-alike phrases are invented that are unable to sell.
In general, the picture is unpleasant. Somewhere the audience may be tweaked, that is, their figures, to fit what you requested. Somewhere the reach may be exaggerated - the number of people present on a given platform. Various magazines are especially guilty of this, drawing a picture of a gigantic reach, while in reality often even half the print run is either not produced or not sold.
And what if we look at the situation from the angle of a real viewer? Right now people's attention is for the most part riveted to a poster that contains millions of pictures. To a poster that does not need to be produced yourself. To a poster that is in the hands of almost every person on earth in our century. The phone! If I simply give examples of statistics about the number of internet users reached, it will have no effect and leave nothing in your subconscious. I strongly recommend you look at the latest data yourselves.
The advantages of the internet over all offline tools are obvious - it is fast feedback, which ordinary advertising channels are incapable of by their very nature.
But that is not even the main thing! The most magnificent thing online advertising can give is showing ads only to the target audience! No unnecessary views!
If a person needs to renovate their apartment, why would they want an ad in the entrance hall about selling honey?
For me, as a person, another factor is more important. Have you seen what buildings look like without advertising billboards? Or streets without poles littered with flyers? Have you ever sat at a bus stop where there is no pop star's mug? Personally, I HAVE NOT! I have never walked down streets with no advertising notices. I want to live in a place where there is cleanliness.
A few words about the creativity of modern advertising...
Eroticism, eroticism and idiocy! I particularly enjoyed the slogan of one advertising poster with a half-naked girl: "Won't give you a mortgage? I - WILL GIVE!" Are you serious? On this topic, I think you can reflect for yourselves.
Let's sum up:
The downsides of offline advertising:
-the audience reach is limited
- it is hard to cross the minimum budget threshold
-inaccuracy in collecting the target audience
-showing to the wrong target audience
-the absence of accurate statistics and reports in advertising
-the possibility of deception on the part of the advertising agency (I'll write about this in the next article)
-littering the streets
-cluttering the attention and overloading our brains with information (more on this topic a bit later)
-outright vandalism! And this is only the beginning of the list.
At one time I was engaged in posting advertising notices myself. I needed to test the niche and the effectiveness of advertising. 1,500 advertising notices in the area of the store. Only 2 customers in 3 days of the offline store's work from this advertising. There is simply NO effectiveness!
I confess, I am ashamed of the fact that I trashed the place where I live!
Friends, I believe a new era has come in the field of advertising. It is the internet. The time has come when our streets can be clean, and target clients can come to the right address. From this day I add to my stock of goals. The goal is to clear the city of endless advertising garbage.
Should I spell out the advantages of advertising on the internet? Write your answer in the comments.
Tell your friends about this post. Together we can change our home for the better!
Follow the news on my page. Here there will be only what is truly worth attention.
Have a good day! Good luck in your work!
