Linking Traditional and New Media for Advertisers
Having worked in media sales for more than 24 years, I have
seen how advertising tools and methods have changed. Some of the change has
come quickly. However, it has been a slow process in some business categories. At
the beginning of my career, newspapers were the main source of selling cars.
Auto dealers loved watching potential customers bring in the newspaper ad when
they would come to test-drive a car. It would tell them immediately if they
were there to buy and it told them that their advertising was working. This
changed around the year 2000 when the World Wide Web was taking hold.
Forward-thinking auto groups wanted all in on the internet,
even forgoing traditional forms of advertising such as billboards, TV, Radio,
and of course newspapers. A few of them moved too quickly on this not understanding
that they had to continue branding their products and advertising their web
address. Many of them went back to some forms of traditional media although
newspapers never recovered. Looking back it was interesting to witness the
beginning of this new way of advertising. Many knew it would change everything
but few knew how it would work.
Today, I see businesses continue to use traditional media
and forms of “new media” or “advanced platforms.” In fact, utilizing metrics,
it can be proven that media such as TV with online provides lift in website
visits, conversions, along with time spent viewing online content. In his article
in Business Magazine, Andreas Rivera states that “Video is also a growing medium for
advertising that's catching people's attention. According to a Kissmetrics blog post, video on social
media gets much more engagement than non-video ads.” This engagement includes
sharing online videos. Rivera goes on to write that video on phones is 1.4 times
more likely shared than static forms of media such as online display ads.
There are, in fact, guidelines to follow that can ensure the
best chance for success with all marketing and advertising campaigns:
1) Use multiple forms of contact
with consumers as methods to stay connected to them. For example, “Like us on
Facebook or retweet this message on Twitter” for a special offer or an
invitation to a special event. In other words, reward them for a follow on
Instragram, Facebook and other social media platforms. Find ways to get them to
stay connected.
2) Search
Engine Optimization and Search Engine Marketing is not an end-all for your
advertising dollars. It is a great way to get people to find a business when
they are searching for a product. However, SEO and SEM only work when people
are interested in your type of product. If a consumer wants to buy a mid-sized
vehicle but do not know if they want to buy a Toyota or Nissan, what will get
them to do a search for a specific car or dealership? TV advertising is an
example of a traditional media format that will marry well with online search
efforts. TV will not only get consumers to Google search the dealership; they
will do organic searches, which means that they will be entering the direct
web address to the dealership.
3) Social media works. It may seem obvious but utilizing social media is the newest, best way to market a company message and extend a brand. In addition, in most instances, social media reaches a younger market that trusts advertising more than boomers and traditionals. There are pharmaceutical ads on Facebook and ads for traditional products and services such as UPS and airlines that reach the boomer and traditional crowd. However, if a company wants to reach millennials and gen Xers, they must use social media platforms. In addition, if they want to advertise shared on social media sites it must be video and must be compelling.
4) Blend traditional and social media efforts together for the best outcome. The most efficient way to utilize advertising dollars is to make it work for all platforms. When video content is produced for a TV commercial, use that same spot in for social media advertising. Link your Facebook, Instagram and other social media platforms to your banner ads click-through instead of your website when an event or special offer is coming. This will allow updates of information anytime it is warranted. Be creative when thinking of the most efficient ways to use advertising content.
5) Do
plenty of homework when selecting new and traditional media opportunities. Company
owners and those buying media are inundated with media sellers. Find what works
from others in the business. In addition, get research specific to this type of
business. Do not depend on outdated research such as Nielsen and Arbitron
ratings when placing TV buys. The best question to ask internally is what does
my customer look like, and externally, how do I find my customer. Then find the
media format that works best for targeting these consumers. Also, utilize media
sellers that can be trusted to be long-term partners and not after the quick
sale.
Finding that “special sauce” that will get
customers to engage with a company is a huge challenge. This is not just
because finding the right message is difficult but finding the correct
platforms with all of the options is daunting. Information is the key to making
an effective transition to the best outcome.
Media is changing so quickly there is no
room to set strategic marketing plans more than one year out without room for
adjustments. In the past, many companies that I would work with would make
their plans for the next year by October of the current one. After that,
nothing would change until the next October. There was no reason to pivot on
these plans unless business conditions drastically changed.
Today, media departments and business owners
much be ready to change along with technology and new opportunities. They must
have a plan in place but always assume that something that can help them will
becoming along that can give them that competitive advantage in the
marketplace.
I was looking forward to reading your blog post this week. I figured you had a lot of great insight into the various options for traditional and new media advertising. I am glad you made a point (#4) to stress crafting content that can be used in a variety of outlets.
ReplyDeleteIn the same article that you reference, I wanted to comment on the use of native advertising. My Facebook and Instagram feeds seem to have more ads on them lately. I was also on Pinterest and noticed that several of the pins grouped closely together was an ad because an image jumped out of the “frame” catching my eye. Typically, I avoid ads that look like spam (that is probably due to growing up in the early days of the internet). I have visited web pages and struggled to click the correct button because the ads mimic what I thought I needed to click on until I paid attention. Native advertising in this format seems to be a little sneaky. However, honestly, I think it is a very smart way to work in more creative advertising. I believe that the average consumer has become accustomed to seeing things like banner ads on a website and can easily tune those out, much like billboards on the highway. Native advertising usually appears as regular content if you are not paying close attention.
I feel like traditional advertising casts a broader net, while new media allows you to fish in a more targeted, control way. When considered the costs of advertising, as a nonprofit, we have to be very specific in how we approach advertising because our budgets are typically tight. When we do have grant funds, we have to report the ROI, so we usually use digital methods. Considering the cost and broader audience, how do you approach recommending more traditional methods to clients?
Amanda. You test it. Do your trackable digital advertising such as social media and SEO and then do the same thing but add in traditional with the same messaging as your digital. You will most certainly find that utilizing both will make your digital more effective. You will see it in your metrics after two to three months.
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