Late last year, Adobe in partnership with Edelman Berland released a report entitled Click Here: The State of Online Advertising, which revealed that traditional marketing is more effective than online marketing according to the 1,000 adult, 18 years or older consumers that were interviewed.
When asked to pick up to 2 choices, 45% said newspapers and TV are the best marketing and advertising sources, followed by consumer forums and publications (28%), websites (22%), social media pages (9%), and blogs (4%).
While the data remains consistent with what marketers have know all along – TV is the most influential advertising medium – a digital media plan should not be given up entirely in favor of traditional. Both must work hand-in-hand in order to build a brand that people 1) remember and 2) want to be associated with.
Traditional media helps establish your brand by legitimizing it as well has having the ability to visually display your brand’s personality. An effective, creative TV commercial will make a consumer remember your name and logo when they are presented with many in a search. It can also increase recall when a memberable voiceover recites your tagline or sings your jingle.
Print, like TV is an opportunity to build your brand’s awareness, off and online. Through print you can guide prospects through your benefits and value propositions step by step. You can share images and further position your brand as a leader in the category.
It’s important that within your traditional media you utilize the opportunity to give the consumer your online information – website address, Facebook page, Twitter feed and/or YouTube channel addresses. The credibility that you have built offline will transfer online as the consumer investigates your brand in depth. This is the place to make sure your brand consistency rules are being used. Be sure to use the same fonts, colors and images so the consumer remembers your brand before they consciously think about it.
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