We hear it every day. No one reads the newspapers, people TIVO passed the commercials, everyone tunes into Pandora instead of the radio…traditional media is dead!
Well, not so fast. Just like consumers have changed the way they buy, advertisers need to recognize this and change the way they communicate with their audience in their ads.
A recent report: Excellent Analytics Tips #12 Unsuspected Correlations are Sweet by Avinash Kaushik proved once again, that when traditional media and its messages are properly leveraged the correlating results in digital can be quite impressive.
In his report a radio campaign that promoted a vanity URL for an auto dealership showed just how powerful a medium radio can be to drive traffic to the site. Upon further review, the report also shows a significant increase in branded searches, direct visits to that site and searches for the corporate site which was also mentioned in the copy of the ad.
As a Digital Solutions Account Manager I have seen all too often the less than optimal results when a campaign relies too heavily on an ‘outbound’ campaign with the majority of the buy going to digital media. This is especially so for smaller companies that have a lesser known brand or product.
Typically, digital ads or campaigns can be less ‘expensive’ than their traditional counterparts, and with their targeting ability can seem more efficient. That may be the case, but on their own, without any traditional media efforts in the local market the results often fall far below the advertiser’s expectations.
I heard it said recently traditional media can support itself but digital can’t, and I see the point. Bottom line is the internet is a much larger world than say the local paper. If the demo can be reached with a traditional medium, using it to drive your audience online, to your blog, to your Facebook page to your website can deliver much more effective results than a purely digital campaign.
Ultimately we are firm believers that the whole is greater than the sum of its parts. Your strategy should combine the proper traditional channel with an engaging message that offers the listener, reader, viewer, etc a value added proposition to visit the digital location. The results can be tracked in an immediate increase in traffic directly and through search.
A proper conversion strategy awaiting this traffic will result in increased fans on a Facebook page, additional subscribers to your email or Blog feed, Twitter followers, etc. The ‘ROE’ or ‘Return on Engagement, will ultimately be the best way to build your ROI. All of this thanks t a proper ‘TRADIGITAL’ campaign, which effectively integrated traditional media with digital.