Improve purchase intent: How traditional and digital advertising work together29th June 2019
In today’s highly digital world, people are making purchase decisions differently than they did even just a few years ago. Customers have come to expect brands to cater to their needs both on and offline, and businesses need to work hard to keep up with the demand.
The truth is, people aren’t always in front of their screens, so using traditional advertising in collaboration with digital advertising can really give you a leg up on the competition. Some research indicates that certain groups of customers are even shying away from spending significant periods of time online, particularly on social media, which continues to change, challenge and even frustrate them. Every bit of communication a brand has with a customer is a valuable step in the buyers’ journey. Read on to learn how to use a multi-channel (or, omnichannel) approach in your marketing strategy to make the biggest impact.
Why Traditional Advertising Still Works
The benefits of digital ads are clear – they can help you reach a very specific, targeted audience because you can target demographics like age, gender, hobbies, or location. These particular ads are great for customers who are further along in the buyers’ journey.
On the other hand, traditional media is really more versatile and can have a much wider audience. That said, it can also highly target specific customers to drive them to purchase from your business. For example, a billboard can reach many more people than an online ad, and it can create a spark of interest in those in the initial stages of the buying journey. Used creatively, billboard campaigns can also inspire immediate action, such as showcasing this month’s best deal for your business, that’s available in store right now. In fact, 78% of Australians noted that they noticed billboard advertising every month. In many cases, it’s easy to tune out the ads we see online, but when we’re travelling outside, there are fewer distractions, and people tend to be more open to receiving advertising messages.
Combine Strategies To Win
When coming up with an advertising strategy, think about how to combine a traditional and digital strategy for a more powerful impact. Design eye-catching outdoor advertising that will draw in potential customers by creating awareness about who you are, and then prompt them to visit your website or give you a call.
Traditional advertising can help you make that very first contact, and start a relationship with your customers that you can work to strengthen over time. From there, collect email addresses, or target more specific groups with digital ad campaigns that tell customers more about who you are and what you can offer them. While a billboard can work to plant the first seed in the customer’s mind, combining this seed with your digital strategy can really connect the benefits of your product or service.
The Outdoor Media Associations’ Brand Science research noted that out of home advertising improves the return on investment of your adverting dollar spent on other media when you combine your campaigns. So if you are serious about multiplying and expanding your reach, outdoor advertising should be part of your marketing strategy.
Keep It Clear
The most important thing you can do when looking to combine traditional and digital advertising strategies is to keep your branding consistent throughout every message you offer your customers. Visually, stick with colours and a logo that are easily recognisable, even from a distance. Keep messaging and content short and sharp, and create a strong voice that your customers can relate to. It takes between five and seven touches for brand awareness to start to develop in a customer, so using both digital and traditional marketing can help you touch more customers. Driving past a billboard daily, people will start to notice what it says, and if they later see the same brand while browsing social media or surfing the internet, it’s more likely that you’ll make a solid connection.
A Perfect Pair
Billboards and online ads can make a perfect pair for your business. Create awareness, generate more leads, and increase your sales by combining these two strategies. If you’re looking for more information on outdoor advertising and how it can help your business, contact us. With 25 years of experience, Bishopp is Australia’s leading out-of-home advertising company. Our team are happy to learn about the unique needs of your business and help you achieve your advertising goals.