Digital marketing continues to evolve and there is always a level of friction between newer, digital forms of advertising and the tried & true traditional advertising tactics. How do we as marketers combine the two forms into one strong strategy? Keep reading to find out!
Television and Video Ads
It's true that many younger consumers are cutting the cable cord, but marketers don't have to make the choice between cable and streaming, especially because TV advertising has become much cheaper. Lots of consumers still watch the news, for example. Find out what your target audience likes and run a commercial that tells your story. You can run a decent schedule for about $5,000 a month. Producing a TV spot might cost around $10,000 to $25,000, but it's a great investment because you can reuse the content you create for other digital channels.
Some of the most memorable advertisements of all time have been commercials! When I think of a commercial that is still relevant today, I immediately think of Geico and their “Hump Day” commercial. This commercial (which premiered back in 2013) recently began running on TV again. This just goes to show how impactful a commercial can be and how relevant it still is today! Some other memorable commercials include, Wendy’s “Where’s the Beef?,” Budweiser’s “Whassup?!,” Verizon’s “Can You Hear Me Now?,” and Vegas’s “What Happens Here, Stays Here.” If cable TV isn't where you want to be (or is still too cost-prohibitive), most cable stations have apps, video channels or even YouTube channels that you can buys ads on, often at lower price points.
Make video ads of different lengths – such as six seconds, 15 seconds and 30 seconds – that can be repurposed for social media, digital streaming and your website.
Radio and Streaming Ads
People still have favorite radio stations, and you can get more exposure for your ads when you buy both broadcast and online spots. Hit people during their morning drive when they are looking for traffic reports and local news. Most radio stations will produce your spot for free if you have a tight budget. If it's a great spot, buy additional placement on Pandora, Spotify and YouTube. You can also use the spot to reach people through popular podcasts. As more and more businesses turn their eyes to digital advertising, they leave more room to play in traditional channels. As long as you uniquely tell your story and find ways to reuse your content to get more value out of your buys, you'll have a strong strategy. So stop believing that traditional advertising tactics are going the way of the dinosaur. By combining these methods with new, digital opportunities, your company will stand out and be seen.
Read Kelly’s full article, Stand Out: 5 Ways to Combine Traditional and Digital Marketing, on Business.com.