It has been a topic of discussion for some time now that broadcast advertising has been losing its effectiveness. I mean seriously, when was the last time you saw a billboard on the side of the road, picked up a phone and called the number displayed?
Maybe recently, but it was probably a fluke. Broadcast advertising is basically the same as spam – untargeted advertising to the masses.
Not that spam doesn’t work, it does. But it is not the most effective method of advertising.
Examples of broadcast advertising include:
- Cold Calling
- Junk mail
These methods, while targeted to a small level (like you know that mostly females watch The Bachelor so you advertise female oriented products during the airing of that show), in modern age of today, you can do so much better.
With the technology and data that exists today, it is much easier to find, track and target your audience down to an almost exact science.
Here are some targeted advertising options to consider:
I’m sure most of you know what search advertising, most people in the world have probably clicked on a Google search advertisement at some point in their lives. But you know why you clicked on it? Because you were searching for it, it works.
Most people tell Facebook what their likes and interest are. So target people who are interested in what you have to offer…
There are email newsletters in EVERY single market in the world. Instead of broadcasting to your general demographic, why not purchase an advertisement on an email list from people who have already indicated they are interested in what you have to offer?
Retargeting or behavioural retargeting is genius. You may have seen this happen to you already, but basically if you visit a site of a certain type (say a stock trading website) you can then follow that same customer across different sites showing them the same advertisement until eventually they buy.
Needless to say, there are many other methods of targeted advertising that all work very well. And a good combination of broadcast and targeted advertising can work wonders too (think broadcast advertising to determine your target market, then retargeting that customer until they buy). But if you find yourself stuck in the old school mentality of broadcast advertising only, you need to get with the times…