When a business draws up its advertising campaign the first rule of thumb is to know your audience, perhaps this is why we can see a continued growth in online and social media advertising. In today’s market we are increasingly inundated with fresh fashion and new gadgets. The data capturing technology now available has led to a greater understanding of consumer behaviour and as a result, more effective targeting. This ability to better target selected audiences may, to some extent, explain our journey away from traditional forms of advertising such as TV, newspaper, radio and billboards.
Corporates have gravitated towards LinkedIn, Facebook, Twitter and Instagram. The medium is much cheaper to distribute, in comparison a TV ad could set a company back thousands, a newspaper ad hundreds. In a time of pop-up stalls and start-up companies why loose a significant chunk of your capital on an expensive advertising campaign? Whilst social media is undoubtedly effective if we examine Apple, who is at the forefront of the technological market, we can see that they have focused on traditional advertising. They remain a strong brand through their focus on mediums where they have a greater space to create a capitulating and effective narrative. Dynamic TV ads and striking billboards keeps their messaging clear, effective and fresh.
In a time when instant hits are crucial perhaps we have lost touch with the durability of tradition. In comparison to the hours of investment behind a TV campaign, social media provides instant presence. However, as companies constantly lobby against one another for picture space we quickly see their presence dissolve in our timelines. This would appear to generate the argument that, though expensive, traditional advertising has a huge role to play. Their focus is on dialog and creating a story which generates longevity in the imagination of public consumerism.
We can turn off the TV, yet there seems to be a resounding inability to put down our phones, bombarded with feeds of advertising, the stories create a new form of invasive advertising which is sometimes difficult to separate from our personal lives.
It is very easy for a brand to lose its way unless it is closely managed hence the relatively new wave of social media marketing vacancies. There was a time when Aldrich relied upon the broadsheets; The Times and FT and now the focus is on digital. As brands invest more into their advertising budget, ultimately what drives success is the quality reputation of their products. After all, reputation and word of mouth continues to be the best and most effective tool any company can have. We know this personally, as over 70% of our Aldrich candidates come to us on recommendation.
Yes get digital, but never underestimate reputation as the best marketing tool.