Regardless of the economy woes, companies have to find new ways of communicating with customers. The traditional media platforms of TV, Radio, & Print have been seeking their own ways to enhance viewership through new media.
The emergence of smart phones and tablets has thrown another wrench for companies to consider outlets for advertising. Social Media allows an additional new reaction to engage customers. Search marketing can provide immediate response to content from the search engines. New Media delivers interaction where the content was once only seen on TV. Online marketing has changed the platform of communication whether for prospecting, branding, or a loyalty connection.
What is the best media channel to use for your company? Lets use the crystal ball to go back about 10+ years ago when email marketing became a new option for advertising. Those in the catalog industry such as Sears or JC Pennys would probably have told you, consumers want their catalogs from the mail to visually see the products. Many of the online shoppers became intrigued with the ability to buy online and have items mailed to their home. So during that time, they were both important. The cost of printing and mail have caused many catalog companies switching from printing catalogs to online versions, but added search marketing to their ammo of new media.
From the hospitality side, traditionally Hotels, Resorts, & Timeshares utilize TV & Print to show-off their properties, rooms, renovations, or amenities to attract guest. When the discounted websites such as the Orbitz, Priceline, Hotwire came around it was beneficial for these properties to offer rooms at discounted prices to fill occupancy. Over the years, the major brands such as Starwood, Hyatt, or Hilton have started to wrap their arms around social media by creating Facebook followers or twitter offers to increase occupancy. By utilizing their own marketing efforts, many properties have save about 30% revenue back by communicating directly with potential guest.
What are your options?
• Print (Newspapers, etc…)
• Direct Marketing (Email, Direct mail, Telemarketing)
• Display Advertising (Website banners & links)
• Loyalty Marketing
• Search Marketing
• New Media (Hulu, Netflix)
• Mobile Marketing
• Social Media (Facebook, Twitter)
Is there “One Way” better for marketers than others? No, but the need to rely on multiple media channels is significant for the success in this new age of marketing and advertising. Testing, tracking, retesting, and not giving up early will help the growth of your company in these emerging new media platforms. If done right, you can spend less money to generate more sale revenues.Read more