In today’s world, the media options available for marketing messages are overwhelming in number. And, it seems that there’s a “hot new thing” popping up almost weekly that adds to the complexity when trying to make the right media choices for your product or service.
Many marketers today experience the bulk of their interaction with new customers online. But getting them to your online location often requires the careful integration of traditional and digital media. Many marketers who have rushed to adopt the online offerings have discovered that careful integration with offline media has important benefits. Direct mail, television, and other media aren’t even close to extinction…contrary to the sometimes popular belief of some digital zealots.
In fact, there are extensive Nielsen studies (in conjunction with Microsoft and Yahoo) that have shown:
- When TV and digital video are combined…….they serve to deliver greater reach than just TV alone…assuming the same total $ expenditure. TV still dominates the reach numbers but the combination produces a stretch in reach for same dollars.
- The sequence of exposure also matters. Prior exposure to a video ad online serves to strengthen the impact of the television exposure.
You can probably do a better job of optimizing your media expenditures. Consider…
- Assigning the media responsibility in such a way that integration is encouraged and made easy. For example, do you have digital media assigned in one place and traditional media assigned elsewhere? Are you then spending too much of your time acting as a referee to achieve proper integration?
- Experimenting with varying messages, offers, etc. And, with different media options including email, direct, pre-roll, etc. Then, watch the analytics related to the experiments.
- Marrying some of your traditional video tools with the online targeting capabilities that exist. Online videos as a complement to TV ads have been shown to produce major increases in brand awareness, engagement, and brand recall vs. TV ads alone. If your subject is right for TV…having it appear on other screens is probably right too.
- QR codes in printed material. They can be helpful provided you carefully consider where you’re sending the visitor and make it a simple, quick experience. The QR code technology is better now but should be tested carefully. Also, is there an incentive for the reader to take action with the QR code?
- Testing, Testing, Testing! And decisions on what and how to test, as well as how to interpret results, are important to ultimate success.
You may need a good guide to navigate the new complex media world and integrate media to your advantage. To that end, it helps if you have media planning/buying responsibilities in one capable place to make the integration easier, faster and more cost effective. With a full service agency, you can get the media capability and message creation capability all in one integrated spot.