Traditional marketing and digital marketing in the pool and leisure industry
Posted: Tue Dec 03, 2024 9:18 am
Have you ever thought about working with marketing for your pool and leisure industry? With the democratization of the internet, companies from different segments and sectors have had the possibility to invest in different tools to promote their products and services, captivate a new audience and build customer loyalty.
In this post, we will better understand the history of marketing in Brazil, how the transition from traditional to digital happened and whether it is possible to invest in these strategies for the pool and leisure industry. Check it out!
How was traditional marketing done in Brazil?
It was in the 1950s and 1960s that the first generation of marketing professionals arrived in Brazil. The work was done essentially on the radio and, soon after, in newspapers.
The use of the word “marketing” was timid, as businesspeople preferred the terms “commercialization”, “marketing” and even “merchandising”. There was still a fear of this type of sales promotion, which had just emerged in the United States.
It was only in the 1970s that marketing gained traction in Brazilian media. Radio stations were modernized with FM stations. Television became established in the country and enabled broader forms of advertising: the combination of moving images and audio brought out creativity. Thus, marketing began to have a place in the organizational charts of companies.
In the 1980s, marketing became established and began to be understood as a segment that should be known by all sectors of an organization. It was here that companies understood that the crucial value of a company is the image that the public has of it.
Marketing in the 1990s was fun, bold, and often pushed the boundaries of what is acceptable today. This time of experimentation was important, especially in order to avoid repeating the same mistakes.
It was also a futuristic decade, as it was the last without strong use of digital marketing.
What is the difference between interruption marketing and attraction marketing?
Let's take a look at each type of marketing to analyze which one might be most interesting for your pool and leisure industry:
What is interruption marketing?
Interruption marketing is, as the name suggests, the kind of marketing that interrupts what you are doing. It is advertising in the middle of a TV show or at the beginning of a YouTube video. Created in the 1950s, this model is still going strong today because it allows advertisers to reach a huge number of people in a short space of time.
Interruption marketing is also called traditional marketing or outbound marketing. However, when we talk about digital marketing , traditional marketing is also present, but in a different communication medium.
One of the great advantages of this type of marketing is the possibility of achieving faster results. Many people are reached — including those who are not your target audience — which means that the results are faster. However, the cost is much higher.
With the advent of the Internet, interruption marketing brazil business fax list lost its strength. Consumers became more demanding and were no longer satisfied with one-way communication from companies (remember that advertising does not allow for a direct response from the customer!).
Furthermore, you would no longer have to wait for an ad to end before continuing to watch a video or read a text. Extensions that block ads have become increasingly popular.
It was necessary to move towards another type of marketing, one that would not replace traditional marketing, but complement it.
What is attraction marketing?
Attraction marketing, also known as inbound marketing , is the type of strategy in which you attract the user to your company and only continue the conversation if they allow it.
In the digital environment, the simplest example is a Google search, in which the user has a question, finds the answer on the blog of your pool and leisure industry and, therefore, continues to follow the materials it produces.
They can download an e-book or subscribe to a newsletter and, in exchange, leave their email address for contact. From there, your company can send emails with topics of interest and even offers for your products.
One major advantage is that inbound marketing breaks away from the traditional way of doing marketing. Outbound marketing follows similar methods to traditional media marketing, such as an advertisement that interrupts television programming or takes up space in a news story in a newspaper or magazine. In attraction marketing, you search for a specific topic, the company provides the answer and, if you wish, the conversation continues.
Speaking like this, it seems like interruption/outbound marketing is on its way out, right? But that's not the case. Banners, video ads and other advertising methods are still widely used and bring results.
Furthermore, remarketing, a mix of the two strategies, is widely used because it ensures that the user does not forget about the desired product.
Marketing in the pool and leisure industry: is it possible to invest?
Yes! And not just one strategy: you can work with both online and offline marketing. Banners, advertisements, direct mail and sales representatives mean a higher investment, but with a return in a shorter time.
This also applies to digital marketing: a video about your pool and leisure industry on YouTube, for example, requires a high investment, but imagine how many people it will impact!
Inbound/attraction marketing has a medium-term return, but requires less investment and has a greater capacity to build loyalty. It does not speak to everyone, but rather to people with the same profile as your potential customer.
Furthermore, the conversation between industry and individual does not end after the purchase. After-sales is an important step for your consumer to continue buying and recommending your company.
Therefore, you can invest in both marketing proposals to have a faster return, speak to people more aligned with the proposal of your pool and leisure industry and, of course, build customer loyalty.
Do you understand how it is possible to invest in traditional and digital marketing for your company? Are you ready to make your pool and leisure industry reach new audiences? We can help with that. Schedule a conversation with our experts!
In this post, we will better understand the history of marketing in Brazil, how the transition from traditional to digital happened and whether it is possible to invest in these strategies for the pool and leisure industry. Check it out!
How was traditional marketing done in Brazil?
It was in the 1950s and 1960s that the first generation of marketing professionals arrived in Brazil. The work was done essentially on the radio and, soon after, in newspapers.
The use of the word “marketing” was timid, as businesspeople preferred the terms “commercialization”, “marketing” and even “merchandising”. There was still a fear of this type of sales promotion, which had just emerged in the United States.
It was only in the 1970s that marketing gained traction in Brazilian media. Radio stations were modernized with FM stations. Television became established in the country and enabled broader forms of advertising: the combination of moving images and audio brought out creativity. Thus, marketing began to have a place in the organizational charts of companies.
In the 1980s, marketing became established and began to be understood as a segment that should be known by all sectors of an organization. It was here that companies understood that the crucial value of a company is the image that the public has of it.
Marketing in the 1990s was fun, bold, and often pushed the boundaries of what is acceptable today. This time of experimentation was important, especially in order to avoid repeating the same mistakes.
It was also a futuristic decade, as it was the last without strong use of digital marketing.
What is the difference between interruption marketing and attraction marketing?
Let's take a look at each type of marketing to analyze which one might be most interesting for your pool and leisure industry:
What is interruption marketing?
Interruption marketing is, as the name suggests, the kind of marketing that interrupts what you are doing. It is advertising in the middle of a TV show or at the beginning of a YouTube video. Created in the 1950s, this model is still going strong today because it allows advertisers to reach a huge number of people in a short space of time.
Interruption marketing is also called traditional marketing or outbound marketing. However, when we talk about digital marketing , traditional marketing is also present, but in a different communication medium.
One of the great advantages of this type of marketing is the possibility of achieving faster results. Many people are reached — including those who are not your target audience — which means that the results are faster. However, the cost is much higher.
With the advent of the Internet, interruption marketing brazil business fax list lost its strength. Consumers became more demanding and were no longer satisfied with one-way communication from companies (remember that advertising does not allow for a direct response from the customer!).
Furthermore, you would no longer have to wait for an ad to end before continuing to watch a video or read a text. Extensions that block ads have become increasingly popular.
It was necessary to move towards another type of marketing, one that would not replace traditional marketing, but complement it.
What is attraction marketing?
Attraction marketing, also known as inbound marketing , is the type of strategy in which you attract the user to your company and only continue the conversation if they allow it.
In the digital environment, the simplest example is a Google search, in which the user has a question, finds the answer on the blog of your pool and leisure industry and, therefore, continues to follow the materials it produces.
They can download an e-book or subscribe to a newsletter and, in exchange, leave their email address for contact. From there, your company can send emails with topics of interest and even offers for your products.
One major advantage is that inbound marketing breaks away from the traditional way of doing marketing. Outbound marketing follows similar methods to traditional media marketing, such as an advertisement that interrupts television programming or takes up space in a news story in a newspaper or magazine. In attraction marketing, you search for a specific topic, the company provides the answer and, if you wish, the conversation continues.
Speaking like this, it seems like interruption/outbound marketing is on its way out, right? But that's not the case. Banners, video ads and other advertising methods are still widely used and bring results.
Furthermore, remarketing, a mix of the two strategies, is widely used because it ensures that the user does not forget about the desired product.
Marketing in the pool and leisure industry: is it possible to invest?
Yes! And not just one strategy: you can work with both online and offline marketing. Banners, advertisements, direct mail and sales representatives mean a higher investment, but with a return in a shorter time.
This also applies to digital marketing: a video about your pool and leisure industry on YouTube, for example, requires a high investment, but imagine how many people it will impact!
Inbound/attraction marketing has a medium-term return, but requires less investment and has a greater capacity to build loyalty. It does not speak to everyone, but rather to people with the same profile as your potential customer.
Furthermore, the conversation between industry and individual does not end after the purchase. After-sales is an important step for your consumer to continue buying and recommending your company.
Therefore, you can invest in both marketing proposals to have a faster return, speak to people more aligned with the proposal of your pool and leisure industry and, of course, build customer loyalty.
Do you understand how it is possible to invest in traditional and digital marketing for your company? Are you ready to make your pool and leisure industry reach new audiences? We can help with that. Schedule a conversation with our experts!