I started in radio nearly 20 years ago, and in that time, I’ve seen advertising evolve into something that’s multi-layered and dynamic. What started as one radio station and one audience became a radio cluster, followed by satellite and streaming.
There wasn’t a Zero Moment of Truth (online research). Advertising drove the First Moment of Truth. The Ultimate Moment of Truth wasn’t hundreds of online reviews or recommendations sourced online, it was talking to friends and family over fences and on phones.
In the late ‘90s media measuring firms like Nielsen and Media Audit combined media habits with behavioral traits like “intent to purchase.” Television shows had psychographic profiles blending demographics with psychographics (or lifestyle choices) to target potential customers. Quantitative information met qualitative.
None of that, however, was interactive. It wasn’t until TIVO and the DVR came around in the early 2000s, that it wasn’t time bound.
What was once a one-way invitation has become a rolling two-way conversation.
Grab & hold attention
Savvy business owners use both traditional and digital media to get their message to potential customers. And the message must stand out. Consumers are exposed to thousands of brand reminders a day across several devices and mediums and an unlimited number of channels. So it’s even more important your messages grab and hold their attention.
The lessons learned in advertising are as important as they ever were, but now there are new tools and a broader process to consider.
Today’s consumers aren’t just going to walk in or call. Instead, they expect to fully engage a business in when and how they choose. For example, suppose Emma sees a local restaurant’s print or digital ad. In today’s digital world, Emma has many online options before she goes there. She can:
- Visit the restaurant’s website to check its menu and ambiance
- Search for customer reviews – both good and bad
- Use social media like Facebook and Twitter to get opinions of friends and acquaintances
- Decide to visit or skip this restaurant based on those reviews and feedback
- Ask Google for directions to the location or nearby alternatives (a near-me moment)
So while the original ad caught her eye, and put that restaurant top of mind, it was information Emma found online that helped her decide whether to become a customer. If the restaurant’s online presence didn’t live up to her expectations – or even worse had bad information – it’s unlikely Emma would ever spend money there.
Run an advertising marathon
Advertising has always been more marathon than sprint, but today in this age of instant accessibility, it is pivotal to create an accurate and welcoming online presence and have a consistent and engaging message.
We help business owners – from large corporations to mom-and-pops — make sense of their digital opportunities. We promote your goods and services in a way that maximizes your investment and builds long term value. You not only target your customers, you more accurately track your marketing.
Translating digital-speak into understandable terms is part of our mission. We know how to use traditional and digital methods to grow your customer base. Most importantly, we know how to tell your story. It’s not unlike how we’ve grown our own audience.
Let’s talk about your strategy. We know there’s a better story to be told.