When I was a kid, my
favorite piece of equipment on the playground was the teeter-totter. My goal
was always to find someone who could balance the scale so that we would both be
elevated a foot or two above the ground. In an interesting way, the world of
marketing mirrors that playground activity.
Andy Sippel writes an
article for AdWeek titled, “Reach is the New Black: Advertising’s Mass
Reawakening”. Sippel looks at two sides of marketing: mass reach and precise
niche targeting of specific people.
While specifically
targeting the single soccer mom with two kids aged 7-10 who brings in $80k per
year in the Kansas City DMA might sound perfect for your advertising plan, it
shouldn’t be the only strategy for
your campaign. In fact, Procter & Gamble CMO, Marc Pritchard, announced
that his brands “were stagnant due to targeting too narrowly on Facebook”.
Big picture being: throwing
all your eggs in one basket won’t work. Advertising doesn’t flourish as we
would like when it’s limited to one medium. Sippel reports that, “in 2011,
there was nearly a 100-point difference in net ‘plan to spend’ optimism between
the highest and lowest media” however, advertisers are seeing the flaw in that
thinking and, “last year, the difference compressed to only 42 points.”
Along those lines, the
digital world is unable to form a regular audience build comparable to that of
television or even radio. When people routinely tune-in to their favorite
programs, a loyal audience forms amongst viewers that is unique to the delivery
method of your ad.
Advertising Research
Foundation (ARF) recommends three “smart-spending action steps” for advertisers
who might find themselves stuck on the uneven teeter-totter.
1. Invest in multiple
platforms rather than shifting money from one to the next
2. Add traditional media to
your digital investments to maximum ROI
3. Spend to reach
millennials on traditional and new
media – and not just mobile
ARF even recommends
spending roughly 71-78% of budget on traditional media and 22-29% on digital
(based on a $15 million budget).
So, don’t get caught on
the high or low end of the advertising teeter-totter; instead, return to the
media mix and reach your audience in more ways than one. The more roads your
deliver your message on, the more your brand will succeed.
No comments:
Post a Comment