Of course you know that it takes multiple impressions – at least 7, marketing gurus say – before your message registers with its reader, or viewer, or listener to the point where he or she considers making a purchase.
How long do you think that takes with traditional marketing methods? Seven newspaper ads, at least a week. Seven radio ads, a couple of hours at best. Seven TV ads, there goes your checkbook.
Now consider tradigital marketing: Your client’s potential customer browses his own Facebook page, and clicks on an interesting ad for your product. But he’s not sold, so he browses forward. Within moments, no matter which page he’s gone to, there’s your ad again, reminding him of his interest. He can switch to Websites, Yahoo or Google, almost anywhere his cursor will wander, and within moments your ad is in front of his eyes again.
Not long ago, marketing firms were advising their clients to bypass newspaper advertising in favor of television, because that was the “new” medium. Today, we’re asking you to take a good hard look at digital space on your computer, your smart phone, your laptop or tablet. Recent studies showed that only 10 percent of consumers’ time is spent in reading newspapers; 90 percent relies on screens, whether TV or digital. Even those who rely largely on TV will simultaneously be using another electronic device.
And what used to be radio ads are morphing into XM radio, Spotify, and Pandora – the walls between traditional and digital media are coming down!
So why would you put your message anywhere else? Unless, of course, your client has money to throw away, in which case you’re wasting your time here. We’re here to save your money, not to lose it.
With tradigital marketing, you can target a specific audience – no more paying for someone else’s idea of a “market area.” Tradigital takes your message to people who have already shown interest in your product online – people who meet the predetermined qualifications for potential consumers.
Now – and this is where the magic comes in – tradigital marketing lets us track your ad and record whether the target consumer actually makes a purchase!
Overall continuity is of key importance when mixing traditional and digital media together. If you have a client who has been in business in the community for decades, your copy should reflect its community environment. If your client has a slogan or a theme in a commercial, it should look the same on all social media platforms. And when your client company runs special promotions on TV or on the radio, they should be reflected on the company’s website and all social media platforms.
Traditional and digital marketing are not enemies; they make a perfect team when a plan is in place to blend them!