Traditional + Social Integration Tips

As we talked about last blog, having a balanced marketing mix of social media and traditional advertising is important to the health of your company. Bringing your audience online allows them to interact, increasing the impact of your message and branding. In order for this to work, both traditional advertising and social media channels need to work together.

Before we start with some guidelines on integration, make sure your social media channels are well put together and convey your brand’s image.

likeus An effortless way to integrate is to include a social media call to action (CTA) on your traditional media. A successful call to actions is clear, simple, and minimal; not to overwhelm the consumer. “Visit us on Facebook, Follow us on Twitter, Follow our Instagram, Add us on MySpace, Follow us on Pinterest” all on one print ad is way too much. Focus on what audience you are specifically reaching with that advertising and use a specific call to action that will truly speak to them. For example, if you are advertising in a craft magazine, a Pinterest call to action would be perfect.

Show your customers that you are the same company on social media that you are in traditional media. Place a Facebook logo in your print ad with a call-to-action such as “Like Us on Facebook for Exclusive Coupons!” Or, share your TV commercial on Twitter and other social media the same day it hits the airwaves. Make sure it is loaded on your website or YouTube channel as well. If you have a product that requires directions, how-to videos are great. You can advertise your YouTube channel on your packaging and ads to direct people for instructional videos.

In essence, social and traditional media should be used to assist each other. My advice is to consider every other aspect of the marketing mix first and to plan your social media campaign as a complement to existing communications. It is important to interlace your traditional advertising and social media to help further communicate your branding message to the consumer.

The Value of Traditional Advertising

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Sixty two percent of consumers described online advertisements as “annoying”, while almost half said they were “invasive” (45%) and “distracting” (44%). Just a small group said online ads were “eye catching” (13 %), “clever” (12 %) or “persuasive” (8 %). One can’t help wonder, though, if all ads were created and designed well, would many of those people who found them invasive switch sides to finding them clever or persuasive? As with any advertising, if you are sending the right message to the correct audience, they will be interested.

While consumers primarily use online search for finding information, there’s still nothing like traditional advertising for creating awareness among your target market. Used cohesively, traditional and digital advertising provides you the opportunity to engage customers directly and effectively. Brands that successfully integrate both traditional and web advertising will ultimately achieve a greater return on their objective.

Today’s marketing landscape is multidimensional and one best traversed by employing a well-developed blend of both digital and traditional messaging.

Nonbelievers are warned: Television Advertising is STILL Effective

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What if I told you that more than half of Americans still turn to television for current events? Are you shaking your head is disagreement? Most THINK internet is where people get their news. Here are the facts: 55% turn to TV and only 21% turn to the Internet. For now, TV reigns supreme in the news world, for all age groups. So what does this mean for marketers?

Let’s start by how the world experiences TV, because it has fundamentally changed. We no longer watch TV as a silent partaker, rather as an active contributor. When people watch something on TV, they like sharing the experience; 32 million people in the U.S. last year tweeted about TV programming. Marketers are realizing they can join together in this new consumer behavior. The idea is not to compete with social media, but to use it so that televised shows, events, and advertising campaigns win more audience, and audience participation, with social media. The reason some commercials go viral: Companies are connecting with viewers on multiple platforms.

More and more TV ads include a call-to-action to social media or a hash tag to start conversations and seek consumer involvement — extending the story beyond the thirty-second spot. With that said, TV advertising is not dead; it is evolving into a stronger, more efficient marketing tool.

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It seems I am professing my love for television advertising. It all starts with that thirty-second spot; BUT not as the sole medium for all of your advertising. I have a love for all advertising- traditional, mobile, radio, etc. I am just saying TV advertising is not going anywhere anytime soon.