Want to Reach More Buyers? A Multi-Media Advertising Approach is the
By Peter Koeppel
years ago, an advertiser could run an ad for a product or service on
any one of the three television networks in existence and reach a
large segment of the population. Today, with the multitude of media
options available, advertisers must be savvier if they want to hit
their target market. Thanks to the proliferation of niche cable
television networks, the Internet, iPods, satellite TV and radio,
video games and a host of other media options, advertising to your
target market is more difficult than ever before. That’s why smart
marketers are now using a multi-media direct marketing approach to
leverage their advertising dollars and reach more potential buyers.
multi-media direct marketing? It means that you’re utilizing
an integrated media buying strategy for TV, online, print, and radio
and tracking the performance of each medium. The fact is that multiple
mediums helps you maximize your profit from direct response
advertising, because you’re combining all the available options and
tracking response, in order to determine which medium will be most
effective for you. Depending on your product offering, you may find
that TV and online ads work best, for example, or that print and
radio is the way to go. Such an approach enables you to take
advantage of new mediums you may never have considered, which in
today’s rapidly changing media environment are essential for
reaching your target audience.
that buyers today are more sophisticated than they have ever been in
the past. They’re more educated and have more options when it comes
to what they watch, listen to, or read. That’s why you need to get
creative with your advertising and attempt to reach your target
buyers with multiple approaches.
you’ve always relied on one advertising medium in the past, now is
the time to take a look at how a multi-media marketing approach can
work for you.
Multiple Points of Contact to Maximize Your Advertising Dollars:
Today we have highly fragmented audiences due to all the viewing,
reading, and listening options consumers have. People no longer just
watch television or only listen to one radio station. Rather, people
watch TV and surf the Internet at the same time. They may not hear
your radio ad because they subscribe to satellite radio, which airs
much, fewer ads than terrestrial radio. Or, even if they do read
The Wall Street Journal, they may only read the online version
and not the traditional print version, meaning that they never see
your print ad. Knowing that, advertisers can no longer rely on one
advertising medium to spread the word. Doing so in today’s age is
simply a waste of money.
to leverage your advertising dollars, you need to implement a
multi-media marketing approach. For example, we know that about half
of homes these days have a high-speed broadband Internet connection.
As such, TV and online are converging. People can now watch videos
and commercials on the web. So rather than simply create a
television ad for your product, also consider running the commercial
online. You can stream the commercial on your website or run it as a
video ad on other websites. Or, in your direct response television
ads, don’t just have a phone number for people to call; also include
a web address to maximize sales opportunities.
Multi-Media Approach Keeps You Ahead of Industry Trends: When
you use a multi-media marketing approach you’ll be an empowered
advertiser because you’ll be better able to understand and take
advantage of changes happening in the marketplace. Why is this
important? Consider what happened in the music industry. Consumers
started downloading music from the Internet for free, which severely
hurt the music industry. Had the music executives been on top of
trends, rather than merely reacting to them, they could have been
prepared for the download revolution and had a plan in place to
profit from it.
why savvy marketers need to understand what’s going on in the
marketplace and figure out ways to reach these more fragmented
audiences. We’re not living in a one-dimensional world anymore where
you have three network television stations and a handful of radio
stations. If you want to succeed, you have to be more creative
nowadays and go after niche audiences. So identify the exact markets
you want to target and then determine all the media those groups
utilize. Be prepared to let go of any past mindsets that lead you to
believe that one particular form of advertising is the only way to
go. You may discover that your target audiences respond best to
online and radio advertising rather than television, for example. If
that’s the case, have the courage to abandon your old views of
marketing and adopt a new marketing mindset for the new marketplace
you’re doing business in.
Cutting Edge of Advertising: As you implement a multi-media
marketing approach, it's important to work with a
media buyer that is capable of managing such a campaign. Experienced
multi-media media buyers know the networks, stations, dayparts,
magazines, and online media that perform best for various products,
services, and target audiences. Since multi-media marketing is a new
and cutting edge advertising approach, rely on your buyer’s expert
guidance to make the most of your time and money.
end, by tapping into and testing multiple types of media, you’re
going to experience a greater return on all your advertising
dollars. You’re also going to stay ahead of the competition as you
keep abreast of industry trends and have the insight to be proactive
rather than reactive to your customers’ new buying patterns.
Eventually, the more you use this multi-media approach, you’ll find
you have easier access to your ideal customer, thus causing your
company’s recognition and profits to grow.
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