Promovare Virala Profesionala

Promovare Online Profesionala .

Tehnicile de promovare online nu se aplică numai în domeniul economic, unde s-au născut şi sau consacrat, ci şi în domenii nelucrative, cum ar fi social, cultural sau chiar politic. Sub aspect semantic, promovarea reprezintă acţiunea de a susţine, a spijini făcând să progreseze, să se dezvolte. Această semnificaţie arată caracterul pozitiv, cel puţin din punct de vedere lingvistic, al termenului. Rezultă că promovarea este o acţiune utilă şi necesară în ultimă instanţă.

Mega Promovare

Unii considera că necesitatea realizării unor acţiuni de promovare se datorează numai slăbiciunii elementului promovat şi are menirea de a ascunde anumite defecte, uneori în detrimentul clienţilor. Credem că în realitate promovarea realizată de societăţile comerciale este un proces complex, pozitiv atit pentru organizaţie cât şi pentru societate (dacă se desfăşoară cu bună credinţă şi respectă principiile şi regulile acestei activităţi).

De altfel dacă nu ar fi utilă pentru organizaţiile economice sau nonprofit, şi ar fi dăunătoare societăţii, aceasta activitate nu ar fi luat amploarea de care se bucură în prezent. O definire cuprinzătoare a acestui proces complex, în context economic, este dificil de realizat.

Deşi este un termen larg răspândit, publicul neavizat încă mai confundă promovarea cu propaganda, publicitatea sau reclama. Termenul propagandă ar putea fi considerat în anumite situaţii un sinonim al promovării, în sensul că se foloseşte restricţionat la anumite situaţii neeconomice, reprezentind o acţiune de răspindire a unor idei care prezintă şi susţin o teorie, o concepţie, un partid politic etc., cu scopul de a convinge şi de a câştiga adepţi.

Relaţia dintre promovare şi publicitate este ca de la întreg la parte, deoarece aceasta din urmă este o tehnică anume de promovare, care implică utilizarea unor mijloace specifice, nepersonale pentru transmiterea unor idei şi convingerea publicului (cum ar fi inserarea de anunţuri în mass media). Activitatea de promovare online pentru afaceri trebuie să fie o preocupare continuă, pe termen lung a oricărei organizaţii. Desigur că o societate comercială, mai ales una de dimensiuni reduse şi cu resurse limitate, nu îşi poate permite să desfăşoare în permanenţă campanii de promovare. De altfel nici nu ar fi justificat din perspectiva valorii adăugate.

Societatea trebuie să monitorizeze în permanenţă piaţa, schimbările în ceea ce priveşte caracteristicile şi obiceiurile publicului, modificările de imagine şi mesajele care circulă, indiferent de emitent. Campanii de promovare se vor desfăşura numai atunci cînd efectele proiectate a fi obţinute justifică eforturile necesare. Promovarea trebuie să fie un proces riguros proiectat. Campanii de promovare online se vor desfăşura numai pe baza unor planuri realizate în urma unor cercetări de marketing şi vor avea în vedere atât interesele pe termen scurt ale organizaţiei, cât şi cele pe termen lung. în prealabil aceste planuri trebuie pretestate pentru a se asigura atingerea obiectivelor fixate. în timpul şi la încheierea fiecărei campanii de promovare organizaţia desfăşoară controlul şi evaluarea rezultatelor.

Observaţiile făcute şi concluziile desprinse vor fi folosite pentru îmbunătăţirea procesului promoţional şi a campaniilor viitoare.La baza promovării stau atât obiective de ordin cantitativ-economice, cât şi de natură calitativă, obiective socio-politice sau chiar culturale. Datorită schimbărilor din mediu, politica de promovare online profesionala trebuie să fie flexibilă, adaptabilă noilor situaţii.

3 comentarii

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