Fizzing in Business Review Brazil Magazine
Posted: Thu Jan 23, 2025 8:42 am
In the September issue of Business Review Brasil Magazine, our Executive Director, Mattheus Rocha, answers all your questions about marketing investments in times of crisis. You can access the full content at this link: http://bit.ly/1NNR2Aj
If you prefer, you can read the reproduction of the article below.
To invest or not to invest in marketing during the economic crisis?
The fable The Ant and the Grasshopper perfectly represents a metaphor for companies that prepare, or not, for periods of crisis. Just as the ant works hard in the summer to accumulate resources so that it can get through the winter with peace of mind, the grasshopper does not worry about the situation and, at some point, has to pay the price…
One of the main characteristics of capitalism is its cycles of crises. Therefore, this turbulent period we are living in is nothing new. And when this happens, companies that are not prepared for overseas chinese in australia data moments need to take drastic measures, such as mass layoffs, investment cuts, among others…
And, generally, marketing and advertising are some of the first sectors to suffer investment cuts. But, despite this current crisis, we have never had such a favorable scenario for entrepreneurship, largely thanks to the internet and its possibilities for business intelligence strategies applied to digital marketing.
The Internet is a very cheap medium when compared to traditional advertising (print, radio and TV). In addition, it offers greater possibilities for measuring results and return on investment, as well as a completely different power of interactivity. Internet users are opinion makers and engage in causes that motivate them, expanding the reach of actions in a viral way.
The targeting capabilities of tools like Facebook Ads, for example, are incredible, with the ability to filter by interests, activities, habits... You can create a campaign for Brazilians who want to travel to Berlin, just to give you an idea! Something unimaginable in traditional advertising... In addition to the factors mentioned, strategic communication planning on the internet relies on platforms and social networks that are a great resource.
I will give an example: a company that intends to position itself as a reference in its niche can study the behavior of its target audience not only from the social networking sites that they frequently access, but should also observe what types of questions they have and present on sites such as Yahoo! Answers or in forums…
Actions like this provide the opportunity to set up a schedule for creating content that is truly useful to Internet users, that answers their questions and speaks directly to their desires and needs for consumption, whether for products, services or, most importantly, information... In other words, with proper strategic planning, it is possible to create success stories for companies and personalities in any type of niche. All you need to do is define assertive and measurable strategies and positions.
Therefore, it is not only possible, but also very important, to invest in marketing during the economic crisis, starting from viable budgets for companies of any size, and with positive rates of return on investment. But, before thinking about making a splash, it is essential to know the habits of your target audience, which media they use and how they behave.
If your project is B2B, you should plan actions on LinkedIn, not Facebook. If you have a company focused on B2C, your audience will most likely be on Facebook. If you have an online store selling clothing or visually appealing products, it is important to have a presence on Pinterest and Instagram, to name a few examples.
It is also essential to understand the volume and intent of searches on search engines like Google and Bing. The strategy that makes the most difference today is investing in the production of original, high-quality content that is useful to Internet users. And the key word of the moment is optimization. The big difference between spending money and investing is optimization.
Many people get confused thinking that to get good results on Google AdWords, Google's sponsored links platform, all they need to do is pay more per click. That's not exactly how it works... In reality, the AdWords algorithm prioritizes the quality of the ad, measured by the quality score. But how does this work in practice?
If you prefer, you can read the reproduction of the article below.
To invest or not to invest in marketing during the economic crisis?
The fable The Ant and the Grasshopper perfectly represents a metaphor for companies that prepare, or not, for periods of crisis. Just as the ant works hard in the summer to accumulate resources so that it can get through the winter with peace of mind, the grasshopper does not worry about the situation and, at some point, has to pay the price…
One of the main characteristics of capitalism is its cycles of crises. Therefore, this turbulent period we are living in is nothing new. And when this happens, companies that are not prepared for overseas chinese in australia data moments need to take drastic measures, such as mass layoffs, investment cuts, among others…
And, generally, marketing and advertising are some of the first sectors to suffer investment cuts. But, despite this current crisis, we have never had such a favorable scenario for entrepreneurship, largely thanks to the internet and its possibilities for business intelligence strategies applied to digital marketing.
The Internet is a very cheap medium when compared to traditional advertising (print, radio and TV). In addition, it offers greater possibilities for measuring results and return on investment, as well as a completely different power of interactivity. Internet users are opinion makers and engage in causes that motivate them, expanding the reach of actions in a viral way.
The targeting capabilities of tools like Facebook Ads, for example, are incredible, with the ability to filter by interests, activities, habits... You can create a campaign for Brazilians who want to travel to Berlin, just to give you an idea! Something unimaginable in traditional advertising... In addition to the factors mentioned, strategic communication planning on the internet relies on platforms and social networks that are a great resource.
I will give an example: a company that intends to position itself as a reference in its niche can study the behavior of its target audience not only from the social networking sites that they frequently access, but should also observe what types of questions they have and present on sites such as Yahoo! Answers or in forums…
Actions like this provide the opportunity to set up a schedule for creating content that is truly useful to Internet users, that answers their questions and speaks directly to their desires and needs for consumption, whether for products, services or, most importantly, information... In other words, with proper strategic planning, it is possible to create success stories for companies and personalities in any type of niche. All you need to do is define assertive and measurable strategies and positions.
Therefore, it is not only possible, but also very important, to invest in marketing during the economic crisis, starting from viable budgets for companies of any size, and with positive rates of return on investment. But, before thinking about making a splash, it is essential to know the habits of your target audience, which media they use and how they behave.
If your project is B2B, you should plan actions on LinkedIn, not Facebook. If you have a company focused on B2C, your audience will most likely be on Facebook. If you have an online store selling clothing or visually appealing products, it is important to have a presence on Pinterest and Instagram, to name a few examples.
It is also essential to understand the volume and intent of searches on search engines like Google and Bing. The strategy that makes the most difference today is investing in the production of original, high-quality content that is useful to Internet users. And the key word of the moment is optimization. The big difference between spending money and investing is optimization.
Many people get confused thinking that to get good results on Google AdWords, Google's sponsored links platform, all they need to do is pay more per click. That's not exactly how it works... In reality, the AdWords algorithm prioritizes the quality of the ad, measured by the quality score. But how does this work in practice?