Large incumbent media companies are beginning to partner with technology and data providers to better understand and control consumer preferences across multiple channels and devices. By doing so, they hope to better coordinate messaging and optimize the overall brand experience across all platforms. Multiplatform media conglomerates are also exploring the possibility of evolving traditional gross rating point (GRP) metrics to create comprehensive audiences across all platforms. And if you’re an ad buyer, now might be a good time to change your agency mix.
Traditional media can still be a valuable part of a marketing strategy, especially if it’s still working. The choice is yours to make, but it’s important to consider the performance and cost of each method before choosing the most effective combination. If you are using both methods, there are several ways to achieve maximum results. Here are some options to consider:
Effective marketing is an essential part of staying relevant and engaging with customers. Using digital platforms, businesses can answer questions and alleviate customer misconceptions, increase brand awareness, and generate sales. Using newsletters, PR campaigns, promotions, and special offers are just a few of the ways to maximize the value of your marketing efforts. But these strategies are only the tip of the iceberg. Your company should use all available channels to increase its impact on your business and your customers’ lives.
Social media is an incredible way to reach your target audience. Facebook and Twitter have large libraries of content that you can choose from to enhance your brand’s profile. Users can also listen to music, watch video, play games, and read the latest news. Thanks to algorithms, these sites personalize newsfeeds and serve content based on user preferences. And they are completely free! Unlike traditional media, social media is also largely free. With the addition of new revenue lines and creator economies, social media companies can better compete with the likes of Facebook, Google, and Amazon.
Traditional marketing has been around for many decades and has served brands well. Before the internet, newspapers, radio ads, and television spots were the only game in town. Today, however, these channels are dominated by digital marketing. Through this medium, businesses can build global icons before investing in traditional media. In fact, Disney and Coca-Cola had global brand recognition even before the internet. Even before the advent of TV ads and the Internet, these companies built their empires using traditional media.
The rise of social media and streaming video has boosted the popularity of user-generated content. Moreover, this content is often short, highly engaging, and convenient to consume. In a recent survey, 51% of US respondents watch more user-generated content now than they did six months ago. A whopping 74% of Gen Zs and millennials spend more time than they intended to on these platforms. Moreover, it is easy to make changes to content and campaigns when they become necessary.