With so many advertising channels available in today’s world, marketers may find themselves confused about where traditional channels such as television stand. There are some who claim that television advertising is on the way out and will eventually be replaced with all digital modes, but we argue that this cannot be further from the truth. In the new age of advertising both digital ads and TV advertising play a significant role in building brand recognition.
If you have been in advertising very long, you have probably heard of the Rule of 7. This is a principle that has been around since the 1930s and still holds true. It states that a person needs to build familiarity with your brand or product at least seven times before they will be willing to take action.
When the television was invented, TV advertising offered a more efficient way to increase the number of impressions. Even in the world of the World Wide Web, you may be surprised to find that there is a certain segment of the population that does not have access to or use the Internet to its full extent.
Digital Ads and the Marketing Mix
Digital ads have an advantage over TV ads because they allow more impressions and have the ability to increase engagement. The digital world gives advertisers the ability to add a little more personality to their brand. They can create an online persona for their brand and become a part of the consumer’s world. They can become more than a name flashed across the screen and develop a deeper identity.
It’s All About Brand Recognition
Television is still an important advertising channel and giving it up means the inability to access this segment of the population. If you are trying to build a brand, television is one more way to provide extra impressions. It also allows you to access local consumers.
The bottom line is that television is not dead and smart digital marketers know that presenting a unified brand identity through both television and online marketing can build a stronger brand presence than either of these channels used alone. This combination can increase revenues by increasing the potential number of impressions and by developing engagement using the online presence as an enhancement.
Getting the mix between television advertising and web marketing right can be tricky. The Paradux Media Group in Southern Oregon provides solutions that can help you combine television and digital marketing in a way that makes the most of your advertising dollars. Differentiating your product from the crowd can be difficult, especially if you are a small or medium business.
Paradux can design a branding campaign that takes advantage of all advertising channels available, creating the best way to increase impressions and improve your brand identity. Hiring an expert in the field is the best way to stretch your advertising dollars and get the most out of your marketing efforts.