آیا صنعت تبلیغات مرده است؟

یکی از دغدغه های مدیرعامل یا مدیر تبلیغات این است که بهترین راه معرفی شرکت و افزایش فروش کدام است؟ چه روشهایی برای برندسازی بیشتر جواب می دهد؟

بی شک یکی از متداول ترین گزینه های که به ذهن می رسد رفتن به سمت تبلیغات سنتی است. مانند تلویزیون، رادیو، مجلات، بیلبوردها و …

اما امروزه با این واقعیت مواجه هستیم که

  • دیگر شرکتها از تبلیغات تلویزیونی نتیجه خوبی نمی گیرند.
  • آنتن تلویزیون تقاضای قبلی را ندارد.
  • هزینه تبلیغات بشدت بالا رفته است.

مهدی ترکمان-مرگ تبلیغات

اما،

راه جایگزین کدام است؟

راه حل اساتید برندسازی چیست؟

به نظر برخی از اساتید : شیوه تبلیغات سنتی، مرده است.

اما چگونه ممکن است تبلیغات مرده باشد در حالی که همه جا حضور دارد؟ به هر طرف که نگاه کنید آگهی تبلیغات می بینید.

درست مثل نقاشی. آیا می توان گفت که با ظهور عکاسی، نقاشی مرده است؟ با این که امروز بیش از هر زمان دیگری مورد توجه است. وقتی از مرگ نقاشی حرف می زنیم، منظورمان مرگ خود هنر نقاشی نیست، بلکه منظور، مرگ کارکرد آن به عنوان بازتاب دهنده واقعیت است.

سال های پس از اختراع اولین وسیله ثبت تصویر را می توان دوران سقوط نقاشی و ظهور عکاسی نامید. به همین معنا تبلیغات هم امروز کارکرد خود را به عنوان سازنده یک نام تجاری از دست داده و فقط به عنوان یک هنر، زنده است.

این به مفهوم بی ارزش بودن تبلیغات نیست. ارزش هر هنری را بیننده آن تعیین می کند. این فقط بدان معنا است که وقتی چیزی کارکردش را از دست می دهد به هنر تبدیل می شود؛ بنابراین، نمی توان ارزش آن را با مقیاس عینی تعیین کرد.

در کتاب “سقوط تبلیغات و ظهور روابط عمومی” نویسندگان Al Ries و Laura Ries توضیح می دهند که، دیگر نمی توان فقط با تکیه بر تبلیغات، یک برند را به بازار عرضه کرد. زیرا تبلیغات دیگر اعتبار ندارد. تبلیغات ندای یک سویه شرکتی است که تنها به فروش بیشتر می اندیشد. یک برند را فقط به کمک اطلاع رسانی با روابط عمومی می توان ارائه و تثبیت کرد. روابط عمومی این امکان را در اختیار شما می گذارد که پیام تبلیغاتی خود را به شکلی غیرمستقیم و با کمک رسانه های جمعی به گوش مخاطبان برسانید.

روشهای روابط عمومی را می توان موارد زیر برشمرد:

  • گزارش های مطبوعاتی
  • تهیه و ارسال خبرنامه
  • وبلاگ نویسی
  • بازاریابی شبکه های اجتماعی
  • شرکت در رویدادهای خیریه و جشن ها
  • مصاحبه با نشریات تخصصی

در حال حاضر، شاهد یک چرخش اساسی از بازاریابی تبلیغات محور، به بازاریابی روابط عمومی محور هستیم.

روابط عمومی، برند را می سازد و سپس تبلیغات، برند را سرپا نگه می دارد،:

تبلیغات، نمی تواند یک نام تجاری جدید تولید کند اما اطلاع رسانی قادر است این کار را انجام دهد. تبلیغات، تنها می تواند نام تجاری ای که قبلا توسط اطلاع رسانی شناخته شده است را ابقا کند. حقیقت این است که تبلیغات نمی تواند آتشی را روشن کند بلکه فقط می تواند آتشی را که قبلا برپا شده مشتعل نگاه دارد. شما برای شروع هر کاری به اعتبار نیاز دارید که فقط یک شخص یا یک منبع سوم می تواند برایتان فراهم کند. پس اولین مرحله هر فعالیت اقتصادی جدیدی باید روابط عمومی باشد.

اگر تبلیغات نقش واقعی خود را در چرخه زندگی یک برند بپذیرد، آینده روشنی در پیش رو دارد. پس از اینکه یک برند به کمک شیوه های روابط عمومی ساخته شد، برای سر پا ماندن و حفظ جایگاهش به تبلیغات نیاز دارد. چون مردم فراموش کار هستند و باید مرتبا به آنها جای نام تجاری در کل محدوده بازار را یادآوری کرد.”

بنابراین توصیه می شود که شرکتها، بخشی از بودجه اطلاع رسانی خود را به شیوه های “روابط عمومی” اختصاص بدهند تا اثربخشی بالای هزینه ها را با شادمانی  ببینند.

جانشین پروری در شرکت های خانوادگی-مهدی ترکمان

جانشین پروری در شرکت های خانوادگی، چالشها و راهکارها

ادامه مطلب
بازاریابی محتوایی مهدی ترکمان

هفت اشتباه بزرگ برندسازان در بازاریابی محتوایی

ادامه مطلب
سوالات اساسی از مشاوران

سوالاتی که هر شرکت باید قبل از انتخاب مشاور، از ایشان بپرسد؟

ادامه مطلب
برندسازی شخصیتی

پنج گام اساسی در برندسازی با رویکرد شخصیتی

ادامه مطلب
قیمت گذاری- مهدی ترکمان

چگونه قیمت گذاری پایین رقبا را خنثی کنیم؟

ادامه مطلب
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