Allison has over 20 years of advertising agency and media relations experience. Being on the agency and client side she offers a unique perspective to client needs and what it takes to achieve them. As a seasoned marketing professional she has managed strategic planning and multi-media marketing for many healthcare clients, banks, schools, non-profits and universities, as well as the Kentucky Derby Festival. She prides herself on creating and maintaining great relationships. Her experience is a great match for leading and training teams and helping businesses grow
You have heard the phrase, opposites attract. Well the same holds true for your media mix. Traditional media like radio and television work hand in hand with digital. Digital marketing can include tactics like SEO, online display or native and social media across all online devices.
First, it is important to understand your audience and to realize thereare many ways to reach them. Traditional marketing like radio and TV can begreat for brand awareness as well as reach and frequency. Some may categorizetraditional media as a more passive marketing approach, while digital is moreactive and can be extremely targeted. The combination of these strategies canreally complement each other and work together to solve a client’s marketinggoals.
Consumers sit at various levels of a sales funnel and a greatmedia mix can help close the loop on conversions and sales. Traditional mediaefforts can create the awareness of a need and digital can convert the need orwant into action.
We also live in a busy and connected world. And consumers stay very connected in multiple ways. In 2016, it was reported that the average household has more than 7 connected devices. And it is forecasted that by 2021, there will be 13 networked or connected devices per person.
And the ability for consumers to adapt and receive messages frommultiple places has almost become commonplace. One can be surfing the interneton his or her laptop, checking out a Facebook newsfeed on their phone, with theTV on a program and have Alexa streaming audio all at the same time.
According to a custom survey ofNielsen’s Media Enthusiast Community, 45% of respondents watch TV while usingdigital devices very often or always.
Digital devices are often used intandem with TV and audio to augment users’ overall experience. 71% ofrespondents said they have looked up information related to the TV content theywere viewing, while 51% did the same for audio. There are also e-commerceopportunities as 35% of TV viewers and 25% of audio listeners have shopped forthe products and services advertised on the main platform.
In that busy and connected world, comes a flood of activity andadvertisements. So the importance of being relevant and targeted and whereconsumers are is a necessity. The bestway to reach prospective customers is to target them wherever they are – on anydevice!
