Low budget vs. campaign performance

possibilities and limitations of online and offline media for micro and small businesses

Abstract

Marketing plays a fundamental role in the success of companies, regardless of their size. Various marketing strategies are adopted, accompanied by budgets appropriate to the companies' scale. For small businesses, the question arises: can offline marketing still be used by them, considering that this strategy has a higher budget, or is it better to invest in online media? This article aimed to compare the performance of a campaign launched on online and offline media, as well as the positive and negative points of each, based on the works of Lupetti, Perez, and Kotler, and taking into account the pre-determined budget based on the small business market in the region where the campaign will be applied. Furthermore, customer contacts were measured, identifying through which communication channel they reached the company, creating a comparative analysis of the amounts invested in each medium. This analysis sought to provide insights into the effectiveness of different marketing approaches to help small businesses make informed decisions on resource allocation for their campaigns. With a concise and objective focus, this study offers a comprehensive view of the results obtained and the strategic implications for small businesses and entrepreneurs interested in improving or starting their marketing strategies.