Traditional media (unidirectional broadcasting) is often poorly targeted with the same message viewed multiple times by both relevant and non-relevant consumers. Plus its one-way nature, the difficulties it poses for measuring advertising and its inability to drive direct response are its main limitations, and what is essentially driving marketers away from traditional advertising.
In contrast, for many of the online channels including websites, search marketing and social media, consumers actively participate in communications by seeking out sources of information to satisfy specific queries. Email marketing and digital display advertising can help drive consumers to the source. Micro-segments and niche markets can be reached via highly targeted campaigns and tailored messages – known as mass-customisation. Direct response elements, such as forums and feedback, contact and registration forms, enable a two-way dialogue.
In this respect, internet advertising is more effective at motivating action and facilitating participation. This interactivity serves as a major strength for online media, allowing for the development and sustaining of long term relationships with customers and the collection of intelligence to assist with future marketing strategies. Media selection is also unconstrained with a plethora of channels to choose from.
However, traditional media advertising can counteract some of its weaknesses by adopting some of the principles of internet marketing. Elements such as smart numbers, landing pages and coupons can be built into offline campaigns. Doing so, facilitates direct response and can also assist with measurement.
Offline and online media are distinct, but this is not to say that they must be used independently. Providing the advertising message is clear and consistent, and different channels are logically connected, integrating traditional media and the internet may produce the best results.
Example of a successful Integrated Multi-channel Marketing Campaign:
Melissa How is a Melbourne based Marketing Consultant specialising in Digital Marketing and Internet Marketing Strategies.
Like this post? Why not Like it, Tweet it or Share it? Just click on the social icons below…
