By Patrick Pipkin
The advertising landscape has expanded beyond what anyone could have predicted. That shows no signs of slowing down. In the old days, an advertiser had few options to pick from: place an ad on one of three network television stations, call up the local radio station or run in the local newspaper. Those were the megaphones available to reach potential customers.
Today, the world is different. The options of which megaphones to use are seemingly endless, though advertisers continue to use only one or two. Advertisers now not only have many to choose from, but have the opportunity to expand beyond the use of just a megaphone. Why send the same message to everyone when you could share a brand mission with the masses, provide a niche audience with a message tailored to just them, start a conversation in the community about your philanthropic goals, interact with visitors on a custom-built website, then report out on the results, all within one integrated plan?
Gone are the days when we could rely on one media or marketing tactic. MHP/Team SI’s blended TraDigital™ omnichannel marketing plan tailors a strategy to an advertiser's specific needs. Does broadcast television make sense for some campaigns? Yes. Is SEM the driving force behind conversions to a website for another campaign? Yup. Is leading with public relations the key to some strategies? Of course. Is the rebuilding of a website the primary element needed before driving people to it? Absolutely!
The key is to know WHO you’re trying to reach with WHAT message(s) to evoke what desired OUTCOME(s). The thoughtful combination of all the resources available is the best strategy. Beyond using those resources, it’s just as important to intentionally layer them so each supports the other and delivers on the goal.
The TraDigital™ omnichannel marketing plan is more than the sum of its parts. It’s the meticulous process of combining all communication, interaction,
and measurement aspects into a single strategy. You may think that all you need is a megaphone, but there’s so much more.