What are the processes and activities to publicize a brand?

Activities and channels to publicize a brand  

Advertising is an ever-evolving universe, a vital engine for companies wishing to make themselves known, consolidate their image and, of course, increase sales. But what, in detail, are the activities aimed at advertising a brand? And how have they transformed with the advent of digital? 

From tradition to innovation: an overview of advertising activities 

Historically, advertising has developed through traditional channels such as television, radio, print media, and billboards (billboards). These forms of advertising, while maintaining some relevance, have declined in effectiveness due to the fragmentation of audiences and the increasing difficulty of capturing consumers' attention. 

However, these channels have not disappeared, but have evolved and integrated with new technologies. For example, television advertising has been enriched with interactive and personalized formats, while radio has found new life in podcasts and music streaming platforms. Print, for its part, has been able to reinvent itself online, offering quality media and innovative advertising formats. 

Parallel to traditional channels, an ever-expanding digital advertising ecosystem has developed. Among the most popular advertising activities are the Search Engine Marketing (SEM), which includes search engine optimization (SEO) and paid campaigns (PPC) to increase a website's visibility on search engines such as Google. Another key activity is the Social Media Marketing (SMM), which involves creating and managing content and advertising campaigns on social media (Facebook, Instagram, LinkedIn, etc.) to reach specific audiences and interact with customers. 

We cannot forget Display Advertising, which is the posting of graphic ads (banners) on websites, apps and other online platforms, and Email Marketing, which involves sending e-mail messages to a database of contacts to promote products, services or events. The Content Marketing, instead, focuses on creating and distributing valuable content (articles, videos, infographics, etc.) to attract and engage target audiences. 

Another growing activity is theInfluencer Marketing, which involves working with influencers (people with a significant following on social media) to promote a brand or product. Finally, we find Mobile Advertising, which is advertising on mobile devices (smartphones and tablets) through apps, mobile websites, and SMS messages, and Video Advertising, which involves the creation and dissemination of video ads on platforms such as YouTube, Vimeo, and social media. 

The importance of strategy and creativity 

Regardless of the channel used, a successful advertising campaign must be based on a sound strategy and an original creative idea. The strategy defines the objectives of the campaign, the target audience, the message to be communicated, and the channels to be used. Creativity, on the other hand, is the element that captures the audience's attention and makes the advertising message conveyed memorable. 

Measuring results and optimizing campaigns 

Another key aspect of advertising is measuring results. It is important to constantly monitor the performance of advertising campaigns to understand what works and what does not, and to make the necessary changes to optimize results. 

In the digital world, measuring results is relatively easy thanks to web analytics tools and advertising platforms that provide detailed data on user behavior. Even in 'offline, it is possible to track campaign conversions through techniques and ploys. However, it is important to know how to interpret this data and draw the right conclusions to improve campaign performance. 

The future of advertising 

Advertising is an ever-evolving field, driven by new technologies and changes in consumer behavior. Some of the most important trends include: 

• Personalization: advertising a brand will become increasingly personalized through the use of data and algorithms to show users ads relevant to their interests and needs. 

• Automation: automation of advertising processes, such as buying ad space and creating ads, will become increasingly common, saving companies time and resources. 

• Augmented and virtual reality: will offer new opportunities to create immersive and engaging advertising experiences. 

• Artificial intelligence: will be used to analyze data, personalize ads and optimize ad campaigns. 

Red Apple: turning ideas into winning strategies since 1993 

In a world where communicating effectively makes all the difference, Red Apple stands out as an all-around strategic partner. We put passion, expertise and creativity at the service of our clients, building integrated communication paths that speak directly to the heart of the audience. Our uniqueness? A tailored approach that combines decades of experience with constant innovation, ensuring solutions that are always fresh but solidly rooted in acquired know-how. Whether you need to revamp your visual identity, enhance your digital presence, organize memorable events or develop multichannel campaigns, our multidisciplinary team is ready to turn your challenges into opportunities. Contact us or visit us in our Grandate (Como) office, to learn more fill out the form on our website.