When radio programs rose to popularity, consumers continued to read billboards.
And when television shows appeared in millions of American homes, audiences continued enjoying their favorite radio stations.
So why, I wonder, is there such a widespread belief that an advertiser must choose between online and traditional advertising to reach today’s market?
There will always be new and exciting things; but in the case of advertising, one usually doesn’t replace the other. The media mix just gets bigger, better and more diverse with every new development.
The most successful campaigns are the ones embracing advertising in every form. Think of brands like Starbucks, Ford, Burger King and Oscar Mayer. Each one of these brands is doing an excellent job with their social media campaigns and engaging hundreds of thousands of consumers every day.
But did you know that? Do you think of online media when you think of these brands? Have you followed them on Twitter, liked them on Facebook, or subscribed to their blogs?
When I think of Starbucks, I think of the green mermaid logo…not the last thing they wrote on Twitter. (Even though Twitter is the reason I know of all their latest menu items).
When I think of Ford, I think of an F-250 splashing through a mud puddle and the words “Built Ford Tough” running across my television screen…not their blog. (Even though I’m subscribed to the blog and read it daily).
When I think of Burger King, I think of the delicious-looking billboard I see every day on my way home from work…not their Facebook campaign. (Even though they have over one million fans and hundreds of comments every day).
And when I think of Oscar Mayer, I think of my bologna’s first name, last name, and how they have a way with b-o-l-o-g-n-a. I don’t think of their Flickr account. (Even though it’s quite fun to view and comment on pictures of the weiner-mobile).
I think of all these references because of how the respective brands reach me – and they may reach you in different ways using a variety of communication channels. Getting your message to stand out in the crowd is about picking the right media for your audience and your goals. That’s how a professional advertising firm gets results – we know how to sort through the fluff and pick the right media mix, whether it’s online or in more traditional forms.
Give us a call if you’d like to find the right mix for your business.