SMEs – FROM ADVERTISING TO DIGITAL MARKETING
Posted: Mon Dec 23, 2024 5:47 am
The rise of Social Networks has brought a new reality to Micro and Small Businesses: The obligation to acquire knowledge.
And why do I say obligation? Simply because the Internet has entered the business world, breaking all the main forms of communication hierarchy known until then. Today, through a “Tweet”, anyone can send a direct message to President Dilma Roussef (@dilmabr), or even to Eike Batista (@eikebatista).
Okay Adriano, what does this have to do with business? My answer is: Regardless buy saudi arabia number your opinion, taste or prejudices, people are on the Web, able to interact and do business of any nature. Your choice is simply to participate or stay out.
The old propaganda
In mid-2007, IBM released a document called “The End of Advertising as We Know It” – The end of advertising as we know it – where it was already predicted that advertising would soon multiply across several platforms and focus on niches, for the management of communication in a segmented way.
Well, who can guarantee today that advertising in magazines, radio stations and newspapers still has the same impact as it did before? The difference lies in the structure of the communication, let's understand:
Communication = Sender – Receiver – Message – Code – Channel – Return
Without long theoretical explanations, but just so we understand, in traditional advertising there is no “return”, also called “Feedback”, that is, people have always watched everything in such a way that whoever shouted the loudest, generally with greater investments, was considered the best.
Now with the power of active voice, which the Internet has given back to consumers, shouting “I am the best” can be received by people who question, criticize, disagree or even support and amplify.
Relationship Management
All of this was already known in Marketing. Relationship Management is an old theory that is now presented as something new, because the practical reality has changed. Before, it was “announcing”, now it is “relating”. It all depends on the environment, the channel and who is on the other side.
The impact of this Media revolution on Micro and Small Businesses is even greater, because these entrepreneurs have the role of managing all this new change, this knowledge, often without the necessary capital to seek the right professionals for a fair adaptation.
And why do I say obligation? Simply because the Internet has entered the business world, breaking all the main forms of communication hierarchy known until then. Today, through a “Tweet”, anyone can send a direct message to President Dilma Roussef (@dilmabr), or even to Eike Batista (@eikebatista).
Okay Adriano, what does this have to do with business? My answer is: Regardless buy saudi arabia number your opinion, taste or prejudices, people are on the Web, able to interact and do business of any nature. Your choice is simply to participate or stay out.
The old propaganda
In mid-2007, IBM released a document called “The End of Advertising as We Know It” – The end of advertising as we know it – where it was already predicted that advertising would soon multiply across several platforms and focus on niches, for the management of communication in a segmented way.
Well, who can guarantee today that advertising in magazines, radio stations and newspapers still has the same impact as it did before? The difference lies in the structure of the communication, let's understand:
Communication = Sender – Receiver – Message – Code – Channel – Return
Without long theoretical explanations, but just so we understand, in traditional advertising there is no “return”, also called “Feedback”, that is, people have always watched everything in such a way that whoever shouted the loudest, generally with greater investments, was considered the best.
Now with the power of active voice, which the Internet has given back to consumers, shouting “I am the best” can be received by people who question, criticize, disagree or even support and amplify.
Relationship Management
All of this was already known in Marketing. Relationship Management is an old theory that is now presented as something new, because the practical reality has changed. Before, it was “announcing”, now it is “relating”. It all depends on the environment, the channel and who is on the other side.
The impact of this Media revolution on Micro and Small Businesses is even greater, because these entrepreneurs have the role of managing all this new change, this knowledge, often without the necessary capital to seek the right professionals for a fair adaptation.