Skip to content Skip to footer

Is Traditional Advertising Still Effective for Businesses?

Is-Traditional-Advertising-Still-Effective-for-Businesses-Blog-banner

It wasn't too long ago when we had three television channels to watch, there was a pop music station, a country station, and talk radio, and the newspaper came to everyone's doorstep (it was thick and cheap, by the way). We knew who was paying attention and we knew how to get their attention. It's clearly a different time.

Today's market is extremely segmented with personalized choices offered online in every medium. As we head to work in the morning, we may tune into local radio. Depending on our mood, we may listen to our personalized playlist, peruse Pandora or Spotify's picks, or listen to an audiobook or quick podcast. In the evening, we might catch a show on prime time. Of course, we might want to skip through the commercials and decide to binge our favorites on Netflix, Amazon, or Hulu. Then we might order a pizza - we did see that billboard on the highway today – but I'm sure there is no phone book to be found. We just ask Alexa who shares the top-rated pizza joint nearby and makes the call. Yep, times have changed.

Digital and Traditional Advertising: What We Know

What we know is that digital advertising works. It enables us to target, tailor, reach and take individuals exactly where we want them to go. Through it, we can gain interest, get clicks, prompt action, and generate sales. We can follow visitors, remain present in their world, and influence their choices as a result. What we can't do is make their choices for them. Today's informed buyer does their homework. They will visit your site, read your reviews, and scan your social channels. Nowadays, if you get the customer, you didn't just get lucky, you've made it happen.

What we also know is that traditional advertising, for many markets, can still be very impactful. People still drive, watch television, listen to the radio, and pay attention to the information they find relevant. Billboards still gain the attention of those that we know will be driving by. Television programming through networks and cable still affordably offers both the frequency and reach essential for certain markets. Radio programming offers the ability to communicate quickly and sometimes to unique markets that you can't capture elsewhere. And, just think about all the print mediums that target seniors, business CEOs, college students, and farmers!

So we know that traditional advertising can work, but will it? That's the tough question. The answer is it won't if it's not done wisely. What doesn't work is the traditional application of traditional marketing. Thanks to digital, choices, and market segmentation, you have to choose to utilize multiple platforms, focus dollars, and make more strategic choices in order to ensure ideal market capture. Broad buys of main local programming only serve to disappoint and cause a loss of cash flow. Saturation now occurs differently, and if done correctly is both highly customized and ensures immediate traction as well as long term success.

Watch Out For Advertising Reps

It's tough when media reps are on commission working to sell their benefits; they have a difficult occupation and usually do a great job with what they know. Many of us would have trouble walking in their shoes. However, there is always a new sports package on the horizon. Or, perhaps something shiny to geofence, right? Well, unless they understand your company, your market, your budget, your goals, and all comprehensive methods available to reach those goals, there is no way they can offer you solid business advice. That's what ad planning is – a business consultation that impacts every aspect of your company.

Marketing and Advertising Expertise For You

Let us know if you need assistance, as we offer free consultations on advertising. And (worthy of note), we don't accept commissions. Our recommendations to you are ones that we truly believe will benefit your company and your growth. Call us today at 309-827-7977 to see how we can help or visit our website for more information on our marketing services.