Approximately 80 percent of smartphone users multitask on their phones while watching TV, according to a recent study. And of that same group, 94 percent say they spend this time on social networking platforms. That being said, the average consumer is exposed to thousands of promotional campaigns every day. This means it’s more important than ever that advertisers streamline their efforts through both traditional and digital platforms to strengthen and deliver their messages to their intended audiences.
People put too much value on digital marketing and underestimate traditional methods. Marketers are so enamored with digital growth that they forget the power of traditional marketing efforts. With so much focus on digital, the traditional space has become more accessible. My rule of thumb is not to spend more than 20 percent of your budget on digital. I recommend optimizing digital efforts to go along with traditional placement. If you look over the last 10 years, the most successful campaigns have had large percentages of their budgets dedicated to traditional advertising.
Fast food chain Jack in the Box is a great example of a national brand that has properly integrated its TV and radio spots with social and digital efforts. Here’s why: While its television spots are eye-catching and backed with effective radio promotions, its billboards reinforce the message. Furthermore, Jack in the Box’s social media adds to the personality of the brand, allowing for a cohesive message that engages its consumer base. When you search for Jack in the Box on Google, its splash page is integrated with traditional media messages. The brand uses its digital space as the ending point of purchase. Traditional media creates consumer awareness, while digital is the end of the funnel. Neither one is more valuable; instead, they work hand in hand.
Overall, the key to a successful campaign is a holistic approach. Consider the following when creating your media plan:
- Craft an online strategy, and develop a calendar that will allow the team to execute it accordingly.
- Research and address top questions or concerns consumers ask about your product and product experience.
- You don’t want to lose your fan base, so it’s imperative that you integrate SEO throughout your mass media channels.
- Make sure to create educational, brand-building videos. Consumers don’t always have the time to read literature on your website.
But keep in mind that less can sometimes be more. Many marketers make the mistake of investing in too many mediums. Here’s my rule of thumb: Cut your tactics down, and concentrate on strengthening one message. Research which channels your competitors are not perfecting.
For example, Starbucks has established a strong presence through its social media efforts. The company uses Twitter, Facebook, YouTube, and blogs to target its demographic. Moreover, the brand’s television commercials visually reinforce its mission. This superior integration has proven successful in increasing customer loyalty and helping the brand evolve with its customers.
This year’s Super Bowl proved to be the biggest social media event in history, with more than 52 million social interactions in one day. During this year’s Grammys, social interactions rose 511 percent from 2011. The social space is changing, and you must jump on board. If your digital and social efforts aren’t aligned, conversion rates will be lower, profits will stagnate or decrease, and loyal consumers will look elsewhere. Too many messages spread through too many channels only confuse customers. Make it your goal to effectively integrate your digital and traditional media channels, and you’ll find the perfect harmony between sales and marketing.