Flip Your Media Plan: From Old-School Marketing to Digital
You will surely agree that there is still a lot of ‘old schools’ in its marketing methodologies.
Traditionally, marketing loves print pieces. We’ve adored billboards, even for inexplicable marketing strategies. But changes are coming, actually more quickly than they have in decades. There’s this general agreement among some very talented marketers that it’s time to make important shifts in strategy and resources that are all in play.
For all changing industries, it’s time to rethink marketing, and that starts with flipping media plans on their heads.
Till we perfect that mindsets with all our target audiences, there is no better strategy than investing in digital marketing and making it the platform of our media plans, which implies resources go first to these elements:
Paid search: Why would you not invest in a service that requires payment only when an interested party responds to your ad? You have perhaps; never met a print ad salesperson that had made the same promise. Paid search also help reach highly targeted audiences, so waste is minimized.
Remarketing: Remarketing is a powerful tool to escalate awareness, ensure new businesses, and pull customers who may prove greatly loyal, with the passage of time, and it’s efficient, as well. You can gently nudge people who are genuinely interested in your product or service. Some people require that little push before they’re ready to trust. It’s a logical buying behavior.
Targeted mobile advertising: It’s hard to travel around with a billboard in your pocket or even a print publication. What about a mobile phone? It’s practically always glued to most peoples’ fingertips. If you truly want to go to where your market lives, use mobile advertising. Just make sure that your ads are well targeted to your intended audience.
Once you’ve invested in the basics and ensured a robust foundation for marketing, you can proceed to the next level media, using this level for those products and services that merit more marketing push.
This level is where content marketing, social media, and public relations all help your story come alive:
Content marketing: Tell your story through the many avenues open to you: blogging, podcasts, videos, e-books, whitepapers, social media, presentations, and webinars. Invest in serious brand journalism that becomes a reliable source of information both for your customers and reporters.
Public relations: Speaking of reporters, getting that all-important third-party validation should never be underrated. Telling your story through interesting media pitches is a good marketing investment that never subsides. And despite the skepticism about investing heavily in print advertising, that skepticism doesn’t apply to print journalists because print content still sets the agenda for broadcast and other media, so it’s important to nurture relationships with print journalists.
Social media: Ensure all social media postings have a purpose; also make sure they are related to the overall marketing strategy. The best way to ensure that is to establish an editorial calendar for all your content marketing efforts.
For those products, services, and events that truly merit the investment, consider mass media. Albeit, this is a big investment, hence consider alternatives to traditional mass media that may have longer impact:
Beyond the billboard: Go where your customers tend to gather. Consider airport, or mall signage or elevators doors leading to a conference attended by notables in your field.
Print beyond your basic newspaper: When was the last time you said, ‘Wow’ about a full-page ad in a print version of the newspaper?’ If that question made you scratch your head, you’re not alone.
Online newspaper readership officially overtook print just about five years ago. If you buy print, make sure your demographic suits the buy. And try to negotiate a companion banner ad deal at the same time.
Broadcast: It goes without saying that television advertising still makes a statement. But your ad must have excellent production, even for local cable to truly make an impact.
Before you venture into TV territory, ask first whether that buy is worth the money. Are there alternatives through social media channels that might also provide the power of video and attract just as many interested eyeballs? For those organizations that love the presumed ‘prestige’ of higher-cost media, this shift in emphasis to digital may take some convincing.
However, the big advantage is the bonanza of metrics that will be available to your marketing team. Use the metrics to analyze the outcomes of your marketing strategy shift and share the story with your executive team. Let them understand the journey you’re taking will in very little time convert the doubters.
All the best as you decide to flip your media plan from old-school marketing to Digital