As advertisers grapple with shrinking marketing budgets against ever-increasing sales and customer acquisition targets, there is greater pressure on marketing dollars to work harder than ever before. When you add continuous innovation to marketing and media platforms, advertisers have more communication vehicles than ever before to romance their target audience – and consumers have more communication vehicles than ever before to listen to (or ignore) these messages. We continue our series in investigating the roles certain marketing channels play in driving business growth for advertisers. We explore which communication vehicles are known to be more effective in driving sales and customer acquisition, and which marketing channels typically achieve higher return-on-investment. In studying the roles various marketing channels play in driving key performance targets across a number of verticals in Australia, it is possible to draw some overall conclusions. Previous issues have explored TV, Radio, Newspapers, Magazines, Cinema and Out-of-home advertising. This issue puts the spotlight on Digital and Search media.
Digital and Search media typically enjoys greater return-on-investment compared to other more traditional forms of media. It can be most cost-efficient in driving awareness, consideration and sales compared to other media. Advertisers can afford to support longer campaigns or prolong a campaign led by a costlier medium (such as TV). Digital and Search media can also reach consumers throughout most of the day (through access to electronics with access to the Internet). There are increasingly more communication interfaces where Digital and Search media can pervade – making this communications platform very attractive for advertisers who desire cut-through. It is one of the few platforms where consumers can act on their interest or curiosity about a product or brand instantaneously by clicking on the online ad and being directed to the company website or send an email enquiry. It is also one of the few platforms where advertisers can harness the immediate interest of the consumer – as long as the initial message is appealing to the consumer and addresses a need the consumer currently has.
Online media is better suited to communicating messages for big-ticket items (where consumers tend to engage in comparative pricing activity) or products/services with complex paths-to-purchase. Digital and Search activity can reach consumers at their convenience when they are engaging in information-seeking activities, and this medium is less confronting for consumers compared to speaking with a sales representative or call centre representative directly.
Advertisers considering Digital media and Search in their multi-media campaign need to be careful about the style of messaging as consumers tend to be more skeptical about messaging from digital and search advertising (and are more inclined to feel annoyed if the online advertising is disruptive to their online experience).
I hope these observations about the role Digital and Search media can play in your marketing strategy have been valuable. Please watch out for the next issue which puts the spotlight on Social Media advertising.
For further information about media effectiveness or how you can optimise your marketing strategy, please feel free to contact Clare by emailing ClareF@thriveplus.com.au
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