Tag Archives: traditional advertising

Marketing Director’s Guide to Traditional Advertising in 2020

Old School Media items

Many people are quick to assume that digital marketing is the ideal method to deliver their content and reach their customers, and they have a point—to a degree. 

Statistics show that 70% of consumers prefer to learn about products through content as opposed to conventional ads. Preferring content may be due to conventional-ad overload, or a simple desire to combine advertising with actionable information that you can find in marketing videos, blog posts, or other media.

However, this doesn’t mean that traditional advertising doesn’t have its perks. 79% of customers say that they read direct mail ads, which means the market penetration is still there. Also, a sizable chunk of customers still consider print advertising the most trustworthy type of advertising, and many will head to your company website after looking at traditional advertising. 

So, perhaps the best way to look at traditional advertising is by thinking about it not as something to be replaced, but rather, as something that can upgrade and integrate into other things while taking advantage of its pros and mitigating its cons.

How Is Traditional Advertising Purchased Today?
The greater traditional marketing umbrella includes the most common advertising methods that we’ve seen all our lives, including:

  • Print (newspaper, magazines)
  • Broadcast (TV, radio)
  • Direct Mail
  • Telemarketing
  • Billboards/Outdoor

How you go about purchasing advertising space is likely to vary depending on the medium. For example, if you were to look into advertising in a print magazine, you would generally reach out to the sales team there and discuss a package. In this case, a package may include the size of the ad you want, the frequency for running the ad, and the ideal placement for your ad. 

If you were looking to advertise your dietary supplement in a health magazine, you would likely place your ad in or near an article about supplements. Many magazines will give you a frequency benefit, where you buy ads over a given period for a discount or feature you in a special section.

However, this isn’t the same for every type of traditional media. If you were running a direct mail advertising campaign, for example, your price would be determined by how many mailers you wanted to send. The type of paper you wanted them printed on and the radius you were looking to see covered also play significant factors in total cost. 

For broadcast advertising on cable, you would make your ad buy based on the channels you want to appear on and your timing. Every traditional advertising method has a different purchasing style, which can be a shock to digital-only marketers who are typically using pay-per-click, impression, and programmatic buying techniques.

For those interested in using multiple methods or transitioning from digital-only to a digital/traditional hybrid, working with an agency is best. Agencies generally already have media partnerships with magazines, radio, and television, among others, and receive discounted rates. So, rather than doing the research and dealing with multiple media reps and processes, the agency does the work for you. If you want to handle it internally, be wary about bundled options that benefit the media companies more than you. Even with tracking, if you don’t have a strategic plan for capturing and converting leads, it can be difficult to determine success or failure.

Better Ways To Track Campaigns
Choosing the preferred marketing vehicle or vehicles is only the beginning of putting together a successful campaign. Strong marketing often ebbs and flows: you make shifts as your audience changes or responds to what you are putting out. The only way to do this effectively is by getting plenty of marketing data, understanding it, and capitalizing on it. Data is one area where traditional marketing has historically fallen short of digital. However, that’s changed. Integrated marketing strategies have made it a lot easier to track data through traditional marketing. Here are a few examples.

Vanity URLs
vanity URL is a branded web address for your pages, generally designed for easy memorability. However, these are also useful when it comes to traditional marketing integration. It’s a lot easier to put a vanity URL on a mailer or other physical piece of advertising than a traditional address. If you use a tracking cookie with the vanity URL, you can quickly determine how many customers are accessing your site, engaging, and converting.

Call Tracking Numbers
Call tracking entails putting a unique phone number on a piece of marketing. Adaptive for any form of messaging, call tracking can be used with traditional and digital. When a customer or client calls that number, you immediately see the engagement, and they can be put into the next stage of the sales funnel and credited to that particular piece of advertising. You can also record the phone conversation to determine if messaging is on point and help train your sales team. Split testing with two different numbers is a great way to see if one piece of advertising is helping more with conversions than others. For example, if you have two billboards on different sides of town, call tracking can help you determine which one is more effective.

Neighborhood-Specific Content
Customizing your content based on different neighborhoods can be useful for those looking into direct mail, but generally only for hyper-local businesses. However, it does enable you to test your messaging in real-time. If one style of content gets better traction in one neighborhood, you may want to make that the message you use for other neighborhoods also.

New Technology Across The Industry
There are also other pieces of new technology that are modernizing traditional marketing across the board. Many of these are focused on either better integration with digital marketing channels or trying to close the gap in areas where digital has an advantage. Customization is a good example of this. Here are some of the innovations we’ve noted in this area.

Informed Delivery
This unique service, currently being tested by the USPS, allows people to digitally preview the mail they are going to get before it’s delivered. Previewing means that customers will see your content far earlier in the process than usual and can allow them to build curiosity. It also means that your physical mail will be in the digital realm from the start and have the ability to be viewed on people’s computers or smartphones.

Digital Codes on Print Ads/Sales Flyers
Integrating both digital and traditional is a major goal for modern marketers. Utilizing Augmented Reality and Virtual Reality is a great way to integrate this approach along with QR coding. Adding one of these digital stamps allows users to activate a story or offer with smartphones that can instantly take them to a website or landing page to get them started in your sales funnel. 

Video Ads For Apps/Streaming Services
Cable advertising is more affordable than broadcast advertising, but it’s still has a high barrier to entry for many companies. Glintegration ReportingHowever, the advent of channels coming up with custom content on their streaming apps to try and retain audiences creates an opportunity for advertisers. By and large, apps and YouTube channels still put you in front of similar audiences as cable television, but for a lower cost per view. Thinking of video in this way will provide higher value by allowing you to take a traditional 30-second spot and chop and edit it into smaller segments for custom integration into any digital format. 

Even as digital marketing becomes the flagship of many company campaigns, the fact is that a multifaceted plan of attack is always going to be the ideal one. Traditional marketing is always going to have its uses, even if the way it’s purchased and utilized isn’t the same as it was in the past. 

If you need help integrating these new methods and technologies into classic strategies, a veteran marketing agency like Glint Advertising can help you figure out what options are best for you.

How Traditional Advertising Fits In A Digital World

Digital Advertising

Ways to Incorporate TV and Print Media into Technology Based Advertising.

When it comes to advertising, maybe you have an antiquated perspective. Don’t be abashed; you invest most of your marketing dollars into traditional forms of advertising like TV commercials, print ads, direct mail, radio spots, and brochures. That’s great, especially if all of these marketing efforts are garnering customers. But like many businesses, traditional advertising may not be as effective as it was for you when you first launched your business. We understand; more than likely you’re not getting as much of a response from your audience as you used to, which may mean that you need to expand your efforts and explore the digital world.

So, you remember a time when people would see your product on TV or in the newspaper and respond to your sales promos immediately. You knew how to get their attention with a powerful image, a catchy slogan and an offer that they couldn’t refuse. That was all it took to draw customers to your product or service. Those were the days when marketing was straightforward and uncomplicated. Now, digital marketing is the medium that businesses are using to catapult them onto a platform where they can be more successful in the marketing world. And if you want to achieve this type of success, you should make it an essential component of your marketing plan; your competition probably most certainly has.

Chances are many of your ideal customers are engaged in the digital age like the rest of the online consumers you’re trying to attract. They’re glued to their mobile phones, tablets and anything with blinking lights, which makes it easier for businesses to attract them on the digital scope.

These days tons of ads are seen via smartphone, facebook, google, digital displays, website banners, viral videos, blogs, and articles, just to name a few. If you want to extend your reach to the infinite amount of customers online that will never see the billboard you just put up, you’ve got to become more connected with digital marketing. We’re not trying to be discouraging; you can continue your traditional marketing campaigns, but be open to merging it with the digital world. If it’s working for you, keep going.

If you’re still a little dubious about the sheer power and influence of digital advertising, you should know that more and more businesses are turning to digital marketing every year. In fact, according to Reuters, marketers spent $72.5 billion on digital advertising in 2016, which is an increase of 22 percent from 2015. Social media platforms like Google and Facebook account for the majority of revenue from digital advertising, and they don’t seem to be slowing down.

Google and Facebook are responsible for the surge in growth of digital advertising, which has digital companies scrambling for the advertising dollars that businesses are willing to spend in the digital world.

For companies that are making the transition from traditional advertising to digital advertising, video is a medium that most use to convey their message. If you notice, the next time you look at a YouTube video, you may have to watch a commercial at the beginning of the video or at intermittent times while the video is playing. What a way to combine traditional with digital!

Now, just because businesses are using digital platforms to display their advertisements doesn’t mean that they’re acquiring customers at record speed. An interesting ad may catch their eye for a few seconds, but if no emotional connection is made, a sale is probably not likely

Digital marketing has shifted the way people perceive advertisements. They’re familiar with the antics that advertisers used on the unassuming customer decades ago. So, you can’t be too blunt, phony, too provocative or sneaky by recycling an old campaign you thought no one would remember. Ads have to draw potential customers in based on what that customer is likely to purchase. If businesses are willing to engage with people, the business will have a better way of understanding what the customer wants and how they are likely to respond.

That’s what’s so amazing about the digital universe; you can measure your impact on your audience by the immediate responses you may get to your advertisements, videos, and posts. Getting feedback and questions about your product will give you a better idea of what will prompt them to buy. Beware of those comments though; they can be brutal. Just be level headed about it. You’ll recover. The main thing is that you don’t give up and that you keep improving.

Remember, every day the consumer is overloaded with brand advertisements that want them to buy their products. So, get ready for the challenge; the competition is fierce! Your objective is to use the digital world to get into their minds, so you’ll know how to convert them into customers.

The traditional advertising that you do through broadcast and print media can now be used with digital ads and content that you create and put online. By doing this, the consumer can find you through organic and paid searches or even stumble across an article you wrote. Keep your social media engaging, and they’ll find you on the popular social networks.

Once they understand your brand, a trust can develop and who knows! Perhaps then, this prospect will make a purchase. For more information on integrating your brand with traditional and digital, visit us at www.glintadv.com or give us a call at 817-616-0320.

 

 

How Nonprofits Can Profit From Integrated Marketing

When it comes to marketing nonprofits, to those held accountable for it, the responsibility can be overwhelming.  If the person(s) in charge of the task is not trained or experienced in marketing communications, it’s easy for them to get bogged down in the voluminous combination of minutia and magic it takes to create a successful marketing program…“successful” being the key word.  Anybody can create and run a marketing campaign.  But not everybody can manage a successful marketing campaign.  Poor marketing campaigns happen for several reasons: Sometimes people don’t have the resources… or the time.  Sometimes, as is often the case with understaffed nonprofits, they don’t have a good idea of where to begin. Continue reading How Nonprofits Can Profit From Integrated Marketing

Has Your Brand Found It’s Briefcase? Integrated Marketing

Not so long ago many were predicting the demise of traditional advertising, particularly for mass communication vehicles like the TV spot. Experts far and wide predicted social media and digital would overtake and render traditional vehicles irrelevant. Well, here we are in 2014, and while traditional vehicles have certainly evolved, they remain an important staple of a brand’s marketing arsenal.

Now digital and social media have certainly become critical tools in their own right, but one of the biggest revelations about social media is that it remains a conversation between a brand and its customers. This medium has augmented (and in many instances, essentially replaced) the one-on-one interactions an employee used to have across the counter with a customer; now you can still have that conversation, just 100,000s of times a day – if you have something of interest to say.

And, that’s where traditional and social media can interact to create a powerful, engaging marketing program to promote your brand and product offering. Take for instance the latest campaign by Nissan for the Rogue. Nissan is using this 30-second TV spot to create engaging content with a call to action to visit a digital environment – http://openthebriefcase.com.

Upon visiting the link, customers land on a Facebook page where they can complete the story started in the TV ad, and get a chance to win a new Rogue. And, if they share the video and webpage, they can earn additional chances to win. In addition, customers are only a quick click away from the Rogue’s Facebook page where current and potential customers can immerse in the complete Rogue story, and interact with other Rogue enthusiasts.

While you may not sell cars, you and your brand do have a story to tell. You can engage customers more consistently, and to greater impact, with integrated marketing strategies and programs that account for traditional as well as digital and social media tactics.

Would you like to get more out of your traditional advertising, or find ways to activate or reenergize your social platforms? At Glint, we specialize in integrated marketing campaigns that utilize the full spectrum of traditional and digital tactics to engage your customer base, and maximize your brand investment. Give us a call at (827) 626-0320 or shoot us an e-mail at digital@glintadv.com to see how we can partner together to bring new life to your marketing programs.