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.
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.