Why You Still Need Offline Media for Advertising

By the end of 2015, industry experts predict that there will be more than 3,400,000,000 global internet users (give or take a few 100,000,000 depending on which search engine resource you use).  If we know that e-commerce sales grew to top over $1 trillion in 2012 and global mobile data traffic grew by 70%, I cannot begin to imagine what our stats for 2015 will look like once all of the data is analyzed.  However, what we do know in real-time statistics is that over 144 billion emails are sent daily and users spend an average of 3.2 hours a day on social networking sites.

Clearly, all of the signs point toward expanding your current marketing efforts to ensure a large focus is placed on digital advertising…. Right?

I see so many businesses and marketers today that seem to be solely focused on using digital for all their marketing. They have become so focused that they’ve cut themselves off from what’s actually going on in the market and forget they are in reality marketing to only just one channel – online.  But when you think about it, regardless of what industry you are in, and whatever product or service you sell, it’s still very likely that, despite the recent growth of digital media – there is still a similar potential customer base consuming media offline.

Potential customers who are looking for solutions to their problems that aren’t jumping onto Google or Facebook every day – BUT, still read posted mail, still watch TV four to five hours per day, still listen to the radio at some point almost every day and still read magazines and newspapers.

Regardless if you feel enough people are consuming your online advertising to justify your return on investment, there is still plenty of evidence that offline marketing still generates returns in its own right.  Offline marketing still boosts online traffic, including social media and direct traffic to your website.

And, if you’re still not convinced here’s also another key point to mention.

What if not integrating offline media was costing you online traffic and conversions as well?

In a recent iprospect study about this ‘halo effect’, consumers were asked what prompted them to search online for a company, campaign, product, or service. The results were:
• Television advertisement: 44%
• Word of Mouth: 41%
• Magazine/Newspaper Advertisement: 35%
• Radio: 23%
• Billboard: 13%

A mistake businesses make is taking just one path (the digital, easy path) to market, without considering the offline options that are still a strong, viable resource to enhance their online strategy.  A football team does not acquire players to leave half of the team forever sitting on the bench.  Similarly, a business should not limit their options for advertising their business to take the easiest, or cheapest route to marketing success.  This does not make business sense over the long term.

Whether or not you’ve considered integrating your online efforts with offline media, I believe a business should analyze what is happening in the wider market regularly.  Focus on what the message your company is broadcasting out there is truly saying, and if you are truly reaching your full potential in the market.  Benchmark your current state, and then figure out the best ways to add offline media that will not only reach your target market, but couple with your digital efforts seamlessly to create a full portfolio of advertising, reaching its maximum potential.

This is where InSilico Media Group works, and thrives.  Our team’s knowledge was built in traditional media … from billboards, to newspapers, to radio and television; our team launched their careers in traditional media and grew into digital with the corporate teams of the large “Dot Com” companies.  InSilico’s founder, Nicole Sheridan, worked for both Scripps Media and McClatchy Interactive companies in the forefront of the digital advertising age.  Trained by the professional corporate teams from Google, Yahoo, Microsoft, Cars.com, Monster.com, Pandora Radio, Facebook, and Constant Contact, Nicole’s knowledge base grew with each technological advancement across every digital platform.

Our team understands the confusion sales reps bring. We’ve heard it all…

  •  “The newspaper is dying, go with cable television”
  • “No one watches commercials, but everyone sees our billboard.”
  • “In a time of emergency, people will find their phonebook; they won’t use their smart phone.”
  • “Broadcast television reaches a better, more affluent audience than radio”
  • “Everyone listens to CDs nowadays instead of the radio, but you can always trust a newspaper!”

Most companies are so overwhelmed with sales pitches that they become fact-blind.  Many companies that are not big enough to hire a full-time marketing-focused employee become stuck in the pitch process, and become overwhelmed by individuals that are focused on fluffing their sales to reach their quota to keep their job, or raise their commission.  In that situation, many business owners, out of frustration, either resolve to not spend any money on any advertising, anywhere … or they decide to put effort into creating a digital footprint consisting of a website, social media, and usually email marketing or a search engine service and vow to ignore traditional media forever because of conflicting statistics given to them by multiple sales representatives.

Hiring an outside company, such as InSilico Media Group, ensures you find that “Sweet Spot” in marketing.  Companies can sort through the statistics, listen to the sales pitches and ask the right questions, and analyze each proposal to find the best “bang” for your advertising dollar.  Additionally, marketing companies tend to love sorting through a month’s worth of data to determine which medium worked, and which did not… as well as which message worked, and which did not.  It’s a science, and a true “marketer” enjoys the challenge.

sweet spot

The good news is, despite the seeming complexity of integrating offline and online media and changing consumer behavior, if you’ve been successfully marketing online already (especially using paid campaigns) you’ll probably be able to implement direct response offline campaigns using skills you already have.

SMART Marketing — What exactly is it?

At InSilico Media Group, we believe in “smart” marketing, focused on goal setting.

S” refers to SPECIFIC: Your marketing needs to tell the story of your brand. You can’t throw spaghetti on a wall and expect that people will remember your message.  Cross-platform marketing campaigns should complement each other, working to tell the same story regardless of which medium it is delivered.  When setting goals, ask yourself the following questions… “Can the detail in the information sufficient to pinpoint problems or opportunities? Is the objective sufficiently detailed to measure real-world problems and opportunities?”

M” refers to MEASURABLE: Many companies do not communicate marketing efforts throughout their organization, resulting in a lack of effective marketing measurement. Before launching a marketing campaign, ensure your staff is comfortable with necessary questions to ensure accurate reporting to measure the return on your marketing investment.

A” refers to ATTAINABLE: Marketing is only great when your goals can be reached.  Can the information be used to improve performance? If the objective doesn’t change behavior in customers to entice them to purchase, there is little point in it! Attainable marketing ensures your advertising has a proper “call to action” to reach these goals.  You also need to ensure your goals are established before you purchase your advertising space. If you purchase a media placement for $20,000 – you need to ensure your product/service will result in at least $20,000 to cover your costs, plus any profit you hope to reach your goal.

R” refers to RELEVANT: While companies occasionally publish blogs and social media posts that are not exactly relevant to their business, the majority of posts should be closely connected to the actual business.  If you post content that is not specific to your company’s services or products, you confuse potential clients as to what your company actually does.

T” refers to TIME-BOUND: Marketing messages have a specific lifespan.  When marketing exceeds a specific time without change, it becomes background.  Individuals that see the same message for too long can become blind to it.  Objectives can be set for different time periods as targets to review against other campaigns.  Additionally, marketing campaigns are time-sensitive.  If you spend too much time planning your campaign, by the time the campaign launches, it may already be expired.

SMART marketing through InSilico Media Group is focused on your company, and we work closely with your team to ensure your marketing produces results.

Proactive Marketing is Critical

Many companies take the “it’s not broken so why fix it?” approach when it comes to their marketing campaigns.  Well, that mentality is frightening!

Just because it is working now does not mean it will work later. Professionals get “industry blind” to new techniques and tactics in marketing. Just as website design and search engine trends change annually, marketing trends change as well to adapt to technology growth.
If you’re not in the industry, staying current on trends, your marketing will quickly become dated, and that bragging right of “we have been here since the 70s” will not work for the new audience of adults becoming your customer base.

Your newest competition that you may be laughing at now may steal a huge chunk of your market share in as little as a year by smart marketing techniques.  Competitors that are tech-savvy can launch a professional, up-to-date website and social media campaign as quickly as a few hours after creating their business concept.  In that short time, they can quickly chisel away the customer base you have fought decades to build.

As a marketing director employed by a company, half my week was spent listening to “you should” suggestions by sales reps and attending “state of the company” meetings by executives. I spent a lot of time with product development teams to learn our next latest-greatest… and rarely did I ever get to use my memberships to various professional marketing groups to catch a webinar to stay current on industry trends (often I hid in my cube and caught one during a lunch break).  Often, I found myself lost and confused when one of those “you should” suggestions referenced a social media platform that I was not familiar with.  I became a reactive marketing professional, struggling to remain one step ahead of my competition, instead of being miles ahead like I am able to be for my clients now with InSilico Media Group.

Paying a marketing professional for 40 hours a week only gets your company 20-30 hours of productive work each week. And being a marketing professional for 40 hours a week only allows you to do so much within your work week after meetings and team building events.

Whether you want InSilico to take over your entire marketing campaign, or help out to be that extra help, picking up the unintentional slack left behind from meetings, travel, client visits, etc.

We don’t want our clients to abandon their current process. We just want our clients to know that InSilico is here to be your support, helping your business stay relevant.

Don’t let your marketing fall behind. Dated marketing tactics means your company is dated.  I don’t shop how my dad shops. I don’t shop where my dad shops.  Why should I be targeted the same way my dad is targeted?