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Advisor(s)
Abstract(s)
No passado, as acções publicitárias eram rotuladas como above the line e below the line, referindo-se à dicotomia de pontos de contacto com os públicos-alvo via Meios de Comunicação Social ou via Ponto de Venda. A esta dicotomia de meios e instrumentos, os anos 90 vieram trazer um terceiro ponto de contacto, crescentemente omnipresente e hegemónico, a world wide web ou rede, a que se acedia via computador. As acções de marketing e comunicação passaram então a rotular-se como online e offline, passando, não já a referir-se aos pontos de contacto, mas aos canais pelos quais circulavam as mensagens e acções das marcas.
Desde o início deste século, o poder do digital veio crescendo, em software e hardware, em terminais e tecnologias, assistindo-se a uma transferência de esforços de comunicação, da esfera real para a esfera do digital. O deslumbramento pelo digital conquistou mesmo algumas marcas de dimensão mundial que hoje apostam integralmente o seu orçamento nesta forma de marketing, nas suas múltiplas facetas.
Contudo, e porque se tem tornado óbvio que os públicos distribuem os seus favores por múltiplos touch points, para maximizar o impacto, assiste-se agora a um fenómeno único, potenciado por novas tecnologias que surgem todos os dias: em estratégias que se podem denominar de all-line, verifica-se a fusão entre dois mundos, mundo real e mundo digital, em múltiplas actividades de marketing que fazem convergir estas duas realidades em plataformas que vão do computador ao tablet, do smartphone à vending machine interactiva, do facebook ao Google maps, da imprensa tradicional ao pinterest.
É esta convergência mundo real - mundo digital que abre agora novas oportunidades à comunicação publicitária, potenciando os ingredientes das marcas de sucesso no futuro: sensações (estímulo dos sentidos), intimidade e mistério, num cocktail suportado por uma nova criatividade.
ABSTRACT: In the past, advertising campaigns were labeled as above the line and below the line activities, referring to the dichotomy of targets’ touch points, conveyed through Mass Media or the Point of Sale. In the 90’, this dichotomy of means and instruments was changed through the adding of a third touch point, increasingly ubiquitous and hegemonic, the World Wide Web or Net, acceded via computer. The marketing and communication campaigns were then split between online and offline, not referring to the touch points anymore, but to the channels through which circulated brands’ messages and actions. Since the beginning of this century, we all watched the growing power of digital in hardware and software innovations, terminals and technologies, and at the same measure a transfer of communication efforts from the real world activities to digital ones. The dazzling for digital even reached some global brands that today apply their full budget in this type of marketing, in its multiple aspects.However, because it has become obvious that targets distribute their attentions by multiple touch points, we are witnessing now a unique phenomenon intending to maximize impact and powered by new technologies that appear every day. In strategies that may now be called all-line, there is a blend between two worlds, the real world and digital world, in multiple marketing activities that make these two realities converge on platforms such as the PC or the tablet, the smartphone or the interactive vending machine, the facebook or the Google maps, the traditional press or the Pinterest. It is this convergence real world/digital world that now opens new opportunities for advertising, leveraging the ingredients of successful brands in the future: sensations (stimulation of the senses), intimacy and mystery, in a cocktail supported by new forms of creativity.
ABSTRACT: In the past, advertising campaigns were labeled as above the line and below the line activities, referring to the dichotomy of targets’ touch points, conveyed through Mass Media or the Point of Sale. In the 90’, this dichotomy of means and instruments was changed through the adding of a third touch point, increasingly ubiquitous and hegemonic, the World Wide Web or Net, acceded via computer. The marketing and communication campaigns were then split between online and offline, not referring to the touch points anymore, but to the channels through which circulated brands’ messages and actions. Since the beginning of this century, we all watched the growing power of digital in hardware and software innovations, terminals and technologies, and at the same measure a transfer of communication efforts from the real world activities to digital ones. The dazzling for digital even reached some global brands that today apply their full budget in this type of marketing, in its multiple aspects.However, because it has become obvious that targets distribute their attentions by multiple touch points, we are witnessing now a unique phenomenon intending to maximize impact and powered by new technologies that appear every day. In strategies that may now be called all-line, there is a blend between two worlds, the real world and digital world, in multiple marketing activities that make these two realities converge on platforms such as the PC or the tablet, the smartphone or the interactive vending machine, the facebook or the Google maps, the traditional press or the Pinterest. It is this convergence real world/digital world that now opens new opportunities for advertising, leveraging the ingredients of successful brands in the future: sensations (stimulation of the senses), intimacy and mystery, in a cocktail supported by new forms of creativity.
Description
Keywords
Publicidade online Criatividade interactiva Advertising online Interactive creativity
Citation
Pina, H. F. & Cruz. A. P. - A Fusão de Dois Mundos: Convergência do Mundo Real e Digital nas Ações de Marketing na Rede. In V JORNADAS DA PUBLICIDADE DA UNIVERSIDADE CATÓLICA PORTUGUESA: Publicidade, Públicos e Redes de Influência na Atualidade, Braga, Universidade Católica Portuguesa, Faculdade de Filosofia, 28 novembro 2012