Twenty years ago, television, print and radio converged to form an advertising super giant, learning to work in tandem as advertising teams tailored key messages to certain demographics, achieving a widely disseminated appeal and a flood of revenue.
Although marketing and advertising has come a long way since the days of the Mad Men and Mad Women era, industry professionals are as interested as ever in discovering and experimenting with what makes people tick and trip over into the buying funnel.
While traditional media is by no means dead and cremated, it has lost traction in an increasingly networked market, as users demand up-to-the-minute information and interactivity.
It’s simply not enough to be in front of people, emblazoned on buildings, buses and sky boards; consumers expect brands to be interactive, tangible and modern, embracing new developments, chatting to them on social media and responding to questions, queries and concerns in under twenty-four hours.
The new Accenture report titled, The Future of Digital Advertising: Overcoming the Challenges to Higher ROI and Revenues, indicates a 41% budget spend on mobile and digital, 10% on print advertising and 12% combined on other advertising channels. Similarly, earlier in the year, Magna Global signed an advertising deal worth $250 million with YouTube, shifting ad spend from television to digital.
While this brave new world may sound terrifying to some, reality rolls on.
5 Reasons: Shift to Digital Ad Spend
Contents in This Article
Do you need categorical reasons to get on the digital train and leave the print media track? Read on.
1. Accessibility and Longevity
Traditional media is forgettable; unless you crack an earth shattering concept and deliver an internationally acclaimed service (like Coca-Cola or VW), your message will be instantly deluded underneath the shelves and display of other identically targeted advertisements.
Nobody can touch a poster, experience the difference of your company or connect with a sense of business acumen through a two-dimensional ream of nicely flocked paper.
Though decent radio jingles have a substantial staying power, online videos and campaign releases still trump a nicely arranged snippet, ensuring the longevity and veracity of your position, drawing in millions in a few seconds flat, expanding your reach and creating a meaningful message, opposed to a printed gimmick.
2. SEO & Other Exposure Zones
Online advertisers are spoiled with a field of choices, ranging from Google AdWords, content marketing, SEO strategy, email based campaigns, app targeting, social media advertising and many more.
SEO is perhaps the first term or concept any online business owner deals with before trying any other marketing strategies. If the business website is perfectly optimized for search engines, half of the battle is won!
The saturation of possibilities allows a savvy business owner, in conjunction with a reputable digital company, to identify the markets and demographics offering maximum benefit, reaching directly into their everyday lives and drawing their attention to your services, points of difference and most importantly, your contact details.
A valid alternative for both big and small business, online marketing has no losers or silver spoons; if there was ever an even playing field, this is it.
3. Connect and Consider
Social media is an underrated mechanism and a widely used application, ranging from the more sedate Facebook, to the bent-for-leather atmosphere of Tumblr.
Be warned though, only embark on a social media journey if you dare to hear the feedback your customers will deliver, as people are no more afraid to let you know exactly what’s on their mind from the safety of their computer chair or couch.
Connecting directly with your customer base will build your understanding of what they need, what they like, where they come from and how old they are (plus a host of other pertinent metrics), allowing you to later target subsequent campaigns to the most opportune audience.
Not all social media sites were created equal. While the popular ones are Facebook, LinkedIn, Google+, Pinterest, Instagram and Twitter, make use of only those which are beneficial for the business. A business selling women-oriented products will find Pinterest beneficial than others. Similar, a business seeking a lot of real-time engagement will find Facebook more useful.
Gaining the trust and respect of your clientele or customers on a human level raises company transparency and glues a face on the logo. People need to relate to brands beyond the realm of traditional semiotics.
4. Real-Time Approach
The real-time content engagement approach gathers importance in 2016. Platforms like Facebook are analyzing topical data relevance, realizing that the maximum engagement takes place during the commercial break. Viewers engaged with TV shows wait for the commercials to air their opinions, often with hashtags.
Technologies are developing where data analysts can actually track and analyse the real-time engagement of commercials and their ensuing ROI. In the last decade, online media has brought a revolution in customer engagement with brands willing to pay top dollar for real-time engagement.
5. Influencer Marketing
Influencers marketing is increasingly preferred to win over ad-averse consumers and reach their news feed. Propagated with word-of-mouth marketing from high profile social media users like celebrities, the influencer marketing strategy believes information from influencers has high trust factor than messages directly coming from a brand.
The AT&T’s Director of Social Media, Nick Bianchi, says:
“We really increased our influencer program in 2015, and going into 2016 we are likely to increase it even more. I think you’ll see more brands doing that as consumers become adept at automatically blocking out ads and as platforms continue to increase the number of ads they deliver”.
Influencer marketing lends varied perspectives to a brand, making it approachable and interesting to the consumers. There is people-connect, leading to high engagement levels.
Where do you weigh in? Are you a traditionalist or a digital entrepreneur? Are you enthused to move from traditional marketing to digital media?
Let me know below in the comments and carry on the debate!