Traditional Versus Digital Advertising Management

Companies, political campaigns, government agencies, and even non-profit organizations all, from time to time, need to spread a message and build influence. Many businesses face tough competition every day. They need effective marketing to ensure that their public gets messages that build their advantage.

In our experience, effective messaging gets the point across while lowering demands on your marketing budget. The definition of effective, however, changes along with technology and consumer wants. 

While many tried-and-true techniques have worked in the past, our clients have found that advertising management in the digital revolution forces us all to rethink what serves as part of an effective strategy.

Old School Marketing

Over the last century and a half, advertising has rested on the same basic principles regardless of technological advances. 

The emergence of mass newspaper consumption in the mid 1800s provided opportunities for companies to pass a direct message to consumers about the benefits of their product. Less often, they occasionally pointed out the drawbacks of competitors' products and services.

As radio and television emerged, the forms changed but the strategy remained the same. We advise that you make a top down message as understandable and even as entertaining as possible to get attention.

Online advertising until recently has followed the same shotgun style. Blast the message and hope that it reaches the target.

This strategy remained in place for so long because it was effective. Emerging technologies and techniques, however, could transform the marketing landscape. 

Digital Age and Interactive Advertising

For the most part, marketing remained the same in the early decades of the digital age. It featured a one way message broadcast to the market, following historical models.

The alternative to this strategy will likely drive marketing efforts more in the future, but also has roots deep in the 20th century.

Engaging the market in a more interactive fashion did not suddenly appear in the digital age. In the immensely popular movie “A Christmas Story,” the main character Ralphie obsessively collects items to spell out a secret message provided by the company that makes his favorite chocolate flavored beverage. He is disappointed when he discovers the message is merely “Drink More Ovaltine,” but it does show that such techniques were often used before the internet, and quite effectively.

Interactive marketing works because it builds connections between brands and consumers that drive loyalty. 

The ever-evolving capabilities of wireless internet, development of mobile apps, and widespread use of text messaging provide almost limitless opportunities to use digital advertising to interact with individual consumers. 

Organizations' corresponding rise of using data for specific target marketing makes advertising efforts more efficient. 

Instead of a shotgun, technology provides a bullseye approach that can work much more precisely, and we feel this is more effective in the long run. 

Why You Need the Latest Techniques to Succeed

Brand connections increasingly drive marketing. In earlier times, companies could successfully create affinity and loyalty through traditional advertising, such as with Coca Cola’s decades of special Christmas ads.

What we are seeing today is that data-driven interactive marketing can identify specific groups by demographics, stated preferences, demonstrated political affiliations, and more. Expanding wireless digital capabilities mean that marketing can continue to go beyond the traditional. Apps, games, and other techniques can help to bond the right parts of the market to a brand and its products and services.

Even more importantly, media that traditionally served as the backbone of advertising messaging are slowly fading out. Broadcast radio and television slowly give way to subscriptions and streaming that provides content without advertising.  Outside of the smallest publications in rural towns, print newspapers have been forced online and struggle to find sustaining sources of advertising revenues.

Constant advances in technology and capabilities will force more marketing innovation. For example, film and television streaming platforms are now adding targeted advertisements at the start of videos, in place of advertising sprinkled throughout, like old TV broadcasts. In contrast, those relying only on traditional means will struggle to maintain competitiveness in getting the market to accept their message.

Reach out to us today to learn more. 

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