An advertising campaign has many advantages. This increases the visibility of a company, establishes its credibility and makes more sales. You must also take into account that advertising campaigns allow you to be one step ahead of your competitors by offering content that stands out from the others. You should know that the more visible a company is, the more difficult it is for its competitors to ignore its presence on the market.

Good advertising will encourage your customers to buy a product or subscribe to a service. However, you must first have thought about the content and distribution channels of this advertising. Only if it is relevant will advertising really bear fruit.

There are two types of advertising campaigns. The first is the traditional advertising campaign which uses television, radio as well as physical media such as print. The second is the web advertising campaign also called digital campaign. To summarize, it brings together all the marketing actions that take place on the Internet.

We are entitled to ask ourselves, what type of advertising campaigns provide a better ROI (Return on Investment). The answer is that it depends on several factors. We will see together what characterizes traditional and digital marketing to understand which is most suitable.

Since we're going to display Coca-Cola a little further down, we thought an extract from "Wayne's World" with Pepsi would be a good idea, so as not to make anyone jealous.

The traditional advertising campaign has long been the only marketing strategy on the market. It is based on the use of television, radio and other traditional channels such as newspapers, magazines and other print media.

In the 1950s during the marketing era, this type of advertising campaign was widely used for business promotion and this continued for decades. Even today, this type of advertising plays an essential role, although a newcomer has come to redistribute the cards.

Universal advertising remains relevant despite the fact that digital marketing is becoming more and more important over the years.

Here is an extract from the series Mad Men showing an advertising campaign for the Heinz brand. The ketchup is not visible on the posters, which gives the effect that something is missing.

Traditional advertising can be presented in physical form, particularly with prints and goodies. Holding an object in your hands is a good way to have an emotional connection. A goodie like a company pen, if it is pleasant to the touch, if it provides a pleasant sensation once in contact with the paper then it will often be kept by your prospects. The quality of the pen can impact the perception of your business. It is therefore possible to reinforce the appeal that people have for your brand through goodies or other elements of traditional advertising. What you need to remember is that this type of marketing technique allows you to keep a physical object and therefore a lasting memory.

Traditional advertising is a great way to create physical interaction with your prospects. Being face to face with a potential customer makes it easier to promote a brand. It is possible to show the product or discuss the service of your company. This type of exchange can result in a sale.

In theory, the arrival of the internet made it possible to connect the entire world. In the practice of irreducible Gauls, mainly people of the third age, have not yet taken the plunge. They are therefore naturally more sensitive to traditional advertising campaigns. Traditional campaigns can be an excellent choice for reaching this segment of the population.

Traditional advertising was omnipresent for many years. Even today, all the biggest brands run traditional advertising campaigns. In the form of a pop-up store, a giant poster or a television advertising spot, the big brands flood us with advertising. We have unconsciously assimilated certain marketing strategies as actions belonging to brands well established in the market. It is for this reason that traditional advertising campaigns can strengthen the credibility of a brand.

To strengthen its credibility in a Berlin newly opened to capitalism, Coca-Cola does not hesitate to display large posters, as evidenced by this extract from the film “Good Bye, Lenin!” »

Lack of interaction with your prospects, although you can see them in front of you to distribute a document or goodies, you cannot hear from them, the interaction remains limited.

It is easy to target geographically with a traditional advertising campaign, but there is other data that is very difficult to target, the demographics or the center of interest of your target. You are not targeting precisely despite everything, there are ways to be quite precise such as distributing flyers in a trade show related to your field of activity. However, overall it will not be as effective as with digital marketing (web advertising campaign).

Aside from asking each customer why they chose your product/service, we cannot know if the customers come thanks to a traditional marketing action or another therefore difficult to assess the ROI (return on investment) and in general it This is what we want to know when we run an advertising campaign.

We do not recommend putting all your savings into an advertising campaign. You risk ending up ruined like Benoît Poelvoorde's character in “Le Grand Bain”.

The arrival of the internet in homes has changed the way we interact. Whether we use it to inform ourselves, watch videos, listen to music or do our shopping, the internet has become essential for a large part of the planet. Search engines, video platforms, e-commerce sites, email addresses or social networks are ideal breeding grounds for advertising campaigns.

Advertising campaigns on the web were the new Eldorado for many companies. Today it is more than essential to take an interest in it. Missing out on this type of advertising penalizes you against the competition, they will be able to take off and take your potential customers with them.

And then let's be honest, television advertisements are no longer as effective. Who wants to buy sunscreen sold by the Joker himself? Certainly not Batman!

The Internet has connected almost the entire planet. It is therefore possible to create an advertising campaign at different geographical levels. In theory, you are not limited and can advertise anywhere in the world which is much more difficult with traditional advertising campaigns.

One of the biggest advantages of internet advertising is that you can measure all the results of your web campaign. Everything goes through web analytics, a term which brings together all the audience measurement tools. These tools make it possible to measure several essential information such as: the number of visits, the number of unique visitors, the number of pages viewed, the most visited pages, the bounce rate, etc.

Although it is possible to populate a database via traditional advertising campaigns, it is on the web that everything will be played out. Indeed, during your advertising campaigns on the web, you can easily expand your customer portfolio. You must ensure that your target subscribes to a newsletter, downloads a white paper, in any case the aim is that they must give you their email address. From there, you can start to sequence your customer portfolio, in particular to create relevant mailing campaigns.

The point is not to list all the advantages of a web advertising campaign, but know that they are numerous. You have easy access to a large number of potential customers, you can easily generate qualified leads as well as obtain information about your customers.

Legally collect information related to your customers. However, be careful because some people lie about their identity like Fogell in the movie "SuperGrave" pretending to be a guy named McLovin. An Irish RnB singer?

Despite the plethora of advantages of digital advertising campaigns, we must inform you of the disadvantages, because yes there are a few.

Web advertising campaigns are at first glance easy to access. However, you should not rely on appearances, you need several talents to carry out this type of marketing operation, you need, among others, graphic designers, editors, SEO/SEA experts. Even the simplest actions like a Facebook post require a well-established communication strategy if you want to stand out from the competition.

We talked about the fact that real skills were needed to ensure a good advertising campaign on the web. Be aware that it is also necessary to spend a lot of time on every detail and that an internet advertising campaign can be calibrated with precision but that this requires a lot of time, expertise and testing upstream.

This phenomenon is visible regardless of the type of advertising. It often happens that the content revolves solely around the product and its features. Except that today we are assailed from all sides by aggressive advertising. Ultimately what will stand out are value-added content, whether through humor, curiosity or users' thirst for knowledge. It is now necessary to think about content in such a way that it can be relevant.

It is essential to find the right balance in your advertising campaign. Too much communication can be harmful. You must adapt your content to your target and define the way in which you wish to share information so that our advertising campaign is effective.

If you don't think about how to renew your advertising, you can quickly go in circles. The perfect example is the character of Morry in Scorsese's classic “Goodfellas”. Morry promotes his wigs in television commercials to the point of becoming distasteful.

Finally, if you had to choose, the ideal would be to take advantage of both advertising campaigns. Do not deprive yourself of the strengths of one just because you only want to focus on one of them. Be careful, some brands take the gamble of only doing digital. It works quite well for them but it is not general. To determine the type of campaign that will help you best, you need to analyze your business situation. Your objectives, your field of activity, all these aspects must be analyzed.

We have discussed the two types of advertising campaigns as well as their positive and negative specificities. Now, let's provide some advice. Here is a non-exhaustive list of advice that we bring to you.

It is imperative for a business to carry out targeting. This marketing technique consists of identifying the customers it wishes to reach. Once this is done, you can direct your advertising campaigns in a precise way without having to disperse yourself. Are you targeting teenagers? So we must favor social networks, particularly Tik Tok. Conversely, if you are targeting older people, in this case, traditional advertising will undoubtedly be more effective.

How do you know if an advertising campaign worked well? To do this, you need to determine an objective. But to measure this objective you need to choose your main KPIs. Yes, KPIs are key indicators allowing you to understand the elements that are working well in your campaign and those that need to be reviewed.

You know your target, you have your objectives and your KPIs, very well. Normally at this stage you should also have selected the communication channels that you will use for your advertising campaign. You can opt for multi-channel communication. Or cross-channel or even omnichannel communication? To put it simply, this means that you can favor one channel or use several. The choice of communication channels is crucial to create a link with your target.

Organize your advertising campaign so that you know in advance the different resources you will need to implement. We are talking here about the technical aspect with social networks and other communication channels but also about human resources. Who will take care of what for the advertising campaign? When does this or that person become involved in the process of creating or launching the campaign? You need to know how to answer these questions and many more to ensure an organized, high-quality advertising campaign.

If we had one final piece of advice for you, it would be to call on professionals. Agencies with expertise in marketing can ensure an effective advertising campaign. You will have at your disposal detailed monitoring of the campaign. Each task will be carried out by a professional for optimal results. Put all the chances on your side. Hire graphic designer, copywriter, SEO/SEA expert and project manager and other advertising professionals.

In summary, a communications agency will have the experience necessary to create the advertising campaign tailored to your needs.