{"id":36711,"date":"2025-07-10T09:00:00","date_gmt":"2025-07-10T07:00:00","guid":{"rendered":"https:\/\/www.11onze.cat\/magazine\/publicitat-no-es-despesa-es-inversio\/"},"modified":"2025-07-10T09:01:12","modified_gmt":"2025-07-10T07:01:12","slug":"advertising-is-not-expense-but-investment","status":"publish","type":"post","link":"https:\/\/www.11onze.cat\/en\/magazine\/advertising-is-not-expense-but-investment\/","title":{"rendered":"“Advertising is not an expense but an investment”"},"content":{"rendered":"
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Mantenir la competitivitat d\u2019una empresa en \u00e8poca de crisi econ\u00f2mica sovint implica reduir les despeses. La creen\u00e7a popular que el m\u00e0rqueting \u00e9s una despesa operacional fa que moltes empreses retallin la partida publicitaria sense pensar-s\u2019ho dues vegades. <\/b>Publiquem un article de VIA Empresa, on Gemma Vallet, directora d\u201911Onze District, ens explica per qu\u00e8 invertir en publicitat en temps de crisi pot salvar el nostre negoci.<\/b><\/h3>\n

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M\u00e0rqueting per sobreviure a una tardor incerta<\/b><\/h1>\n

La publicitat al pla d’empresa no \u00e9s una despesa, \u00e9s una inversi\u00f3, un flotador, pot evitar que vost\u00e8 i la seva empresa tanquin.<\/p>\n\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n

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El preu “raonable”, el denominat pricing en m\u00e0rqueting, est\u00e0 sent un altre dels trencaclosques<\/b><\/p>\n\n Dra. Gemma Vallet, experta en digital branding<\/span>\n <\/blockquote>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>

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En aquests moments de crisi econ\u00f2mica, pregunteu-vos qu\u00e8 poden fer les empreses, els empresaris, les persones al davant del m\u00e0rqueting, vendes i branding per a continuar venent a una tardor que es presenta cr\u00edtica, marcada pel que alguns anomenen la incertesa… La incertesa a hores d’ara \u00e9s m\u00e9s ben poca, es confirma que estem immersos en una crisi global de les hist\u00f2riques i els consumidors, els ciutadans, ja han comen\u00e7at a contenir el seu consum. L’incert aqu\u00ed \u00e9s fins quan aquesta contenci\u00f3 en el consum, i nosaltres ara -consumidors- en aquest entorn anem a comprar el just i imprescindible.<\/span><\/p>\n

\u00c9s la primera cosa a tenir clara, a entendre. <\/span>Qu\u00e8 \u00e9s imprescindible per als teus clients, per als consumidors de la teva marca?<\/b> Aquesta pregunta de reflexi\u00f3 cal fer-la a consci\u00e8ncia. Imprescindible \u00e9s el pa i tamb\u00e9 el catalogat com a entreteniment i oci. Per exemple, en temps de crisi, la m\u00fasica (la cultura que per a alguns governs \u00e9s motiu de retall de pressupostos) \u00e9s un b\u00e9 que es pot catalogar d’imprescindibles i es pot comprar en format de concerts, festivals… a un preu raonable, perqu\u00e8 la gent ara necessita com el pa el seu moment d’evasi\u00f3.<\/span><\/p>\n

El <\/span>preu “raonable”<\/b>, el denominat pricing en m\u00e0rqueting, est\u00e0 sent un altre dels trencaclosques perqu\u00e8 no haver de tancar per haver adoptat un low cost en qu\u00e8 hem d’haver-hi de regalar productes, serveis.<\/span><\/p>\n

La <\/span>marca,<\/b> \u00bfcompraran marca o escullen les marques blanques o marques nascudes, incubades, en els marketplaces com Amazon? La marca encara \u00e9s la millor aposta que es pot fer en qualsevol negoci, a hores d’ara no ho posem en dubte. Apostem per continuar invertint a construir marca. Mercadona va fer-se un buit, un bon buit en el mercat, per vendre millor que ning\u00fa en alimentaci\u00f3 les marques blanques… I cert \u00e9s que Mercadona inverteix a mantenir la seva bona reputaci\u00f3, a construir la seva pr\u00f2pia marca.<\/span><\/p>\n

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La partida de publicitat<\/b><\/h3>\n

Publicitat<\/b>. Qu\u00e8 fer en aquests moments? Sobretot, no retallar en comunicaci\u00f3 de marca, de producte, en publicitat, perqu\u00e8 despr\u00e9s ser\u00e0 pitjor, si retalla aquesta partida ser\u00e0 per fer que tothom s\u2019oblidi de la seva marca i els seus productes i serveis… i aix\u00f2 del branding i m\u00e0rqueting t\u00e9 molt de sentit com\u00fa: si t’obliden, et deixen de comprar. Pot ser que el seu director financer li recordi que cal retallar despeses i la partida publicit\u00e0ria figura a la columna de despeses. No sabem gaire b\u00e9 com va arribar aqu\u00ed. Aquesta partida que posa publicitat al seu pla d’empresa no \u00e9s una despesa, \u00e9s una inversi\u00f3, un flotador, pot evitar que vost\u00e8 i la seva empresa tanquin.<\/span><\/p>\n

Estudieu b\u00e9 el mercat, \u00e9s el moment d’invertir en dades, en <\/span>intel\u00b7lig\u00e8ncia del mercat<\/b>.<\/span><\/p>\n

\u00c9s el moment d’estudiar, de revisar aquestes gestes del m\u00e0rqueting com en el seu dia va ser una campanya hist\u00f2rica al mercat dels detergents, la campanya protagonitzada per un director general, un CEO, el Sr. <\/span>Manuel Luque<\/b>, que salva l’empresa en un moment on tots els indicis eren de tancament amb un missatge reptador: “Busqueu, compareu i si trobeu alguna cosa millor, compreu-la”. Transpar\u00e8ncia, honestedat i bon fer… Imprescindible.<\/span><\/p>\n

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Pots llegir l\u2019article original <\/b>aqu\u00ed<\/b><\/a><\/p>\n

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11Onze \u00e9s la fintech comunit\u00e0ria de Catalunya. Obre un compte descarregant la super app El Canut per <\/b>Android<\/b><\/a> o <\/b>iOS<\/b><\/a>. Uneix-te a la revoluci\u00f3!<\/b><\/p>\n\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n

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