It seems to me that the difference between a company that embraces a marketing strategy that includes digital and one that does not, is simply how much that company believes in the value of the digital.
As an agency, when we first launched b digital, our business plan had us ‘leading with digital’. Meaning that we would approach our prospects with the intention of solving their digital problems by creating or improving their website, building landing pages, adding a mobile site, growing the social media pages, etc. As it turns out, most of the companies we work with, were not ready to have that conversation.
It’s a very compelling dynamic, that while everyone admits to using Google to search, or turning to a company’s website for more information before making a buying decision, that many companies continue to downplay the value of a well-rounded digital landscape.
I can see how the old adage…’if it ain’t broke, don’t’ fix it,’ dominates the decision makers, who are primarily 45+ (age) and grew up with a ‘traditional’ media experience. However, many times they are faced with the obvious facts that their traditional marketing and advertising campaigns are no longer delivering the results they once did, but remain reluctant to ‘pull the trigger’.
Case in point is the Yellow Pages. We had one particular account that was spending $500,000 per year in the plumbing category. Year after year, the account realized diminishing results, but between the old mind-set and threatening sales tactics, they continued to renew and increase their spend with the Yellow Pages.
Our media audit exposed this waste, and reduced their buy to $50,000 per year. The remaining $350,000 was put into a well-crafted advertising campaign that primarily used television and a landing page to convert leads. The result was an increase in business of over 300% and a company that now ‘believes’ not only in the value of digital but in what we call ‘tradigital’.
Using traditional media to drive digital is what we focus on with every campaign (tradigital). Whether or not your company feels that their digital assets are in order, an advertising campaign on traditional media of TV, Radio, etc., that drives the audience to landing page is a great way to test this strategy and start seeing results right away.
If you’re still not a believer, give us a call, and schedule a free consultation.