Over the decades, TV has developed into a deeply established realm of marketing. Today, TV advertising continues its success, especially when developed and launched alongside your online marketing. When combining traditional and digital marketing, you can benefit from campaigns that support each other. You can then maximize your reach and make your brand more recognizable among your audiences.
Here we'll discuss how and why you should use TV and digital advertising together to supercharge your marketing efforts.
TV Reaches Big, While Online Targets Small
TV reaches a broad audience and informs a large swathe of people about your brand. It's an unparalleled medium regarding how widely it spreads brand awareness. If you want to connect with millions of people, many of whom may not be spending much time online, then TV is an ideal platform. However, TV alone won't help you get the kind of exposure you want for your business, which is why it's best to use TV and digital advertising together.
Unlike TV, digital marketing allows for highly targeted ad campaigns. These targeting capabilities enable your brand to reach a more nuanced audience with specific information that they're seeking. You can market based on everything from specific demographics to certain programs and channels that audiences use, giving you much more control over your campaigns.
Today, TV has become increasingly targeted with the development of addressable advertising and will likely allow for more targeted TV advertising that helps you get the most from your ads. However, it probably won't surpass online in terms of targeting specificity.
Pair Active Channels with Passive Channels
Audiences typically consume TV commercials as passive advertising channels since commercials are informative, full of brand information, and new product offerings. They encounter them when watching TV and decide to interact with brands later, either online or in-store. To get the most from TV and other passive advertising platforms, you need to incorporate active channels along with them.
Online channels require active engagement because people can click through them and engage immediately. When a user encounters an ad on a website or through social media, it may inspire them in the moment to click on the ad and follow the CTA.
While it may seem like active is better than passive advertising, combining traditional and digital advertising can create a better effect. TV commercials improve online ad performance by lending credibility to your other ads. People will automatically see your online ads as legitimate when they see them after a commercial, increasing the likelihood they'll click on them. They may follow you on social media or visit your website, as well.
Benefit from a Multi-Channel Approach
A multi-channel marketing approach helps strengthen your overall advertising by increasing the number of touchpoints in your strategies. As a result, customers will be more likely to interact with your brand as you increase your reach and reinforce your messaging.
As an example of a multi-channel approach, you can launch a TV ad campaign that encourages people to visit your website. Customers may then use their smartphones or other devices to research your brand online. If people don't buy from you right then and there, you can use digital remarketing ads to follow users on other websites they visit, including social media platforms. It reinforces brand visibility to your audiences until they eventually turn to you over less omnipresent brands.
There are many ways you can create a successful multi-channel marketing campaign that harnesses the power of both TV and digital channels. As you research your audiences and learn about what works and what doesn't, you can optimize your multi-channel campaigns.
Make Your Marketing Directly Personal
Online marketing has more avenues for personalization that extend beyond targeting. For example, email marketing can make customers feel heard and like you're directly speaking to them. Personalized emails can address recipients on your contact lists by name. They can also create personalized product or service recommendations based on previous orders or expressed interests. You can even theme your email marketing campaigns with unique messaging and imagery based on specific segments of your audience.
More personalized marketing will help improve people's overall impression of you and make your brand seem more compassionate. People expect to see more personalized advertising today. Subsequently, they're likely to view your brand as detached and impersonal if your campaigns come off that way.
Combine TV and Digital with the Help of a Media Partner
Both TV advertising and online marketing are incredibly powerful marketing tools on their own and made more so when used together. While a multi-channel campaign can help you benefit from the best of both worlds, you need to know how to use both channels successfully. A reliable media partner can help you develop a winning campaign that drives results. You'll have the chance to reach mass audiences with both TV and online advertising. At the same time, you'll be able to encourage more engagement as you boost brand awareness and trust.