The Right Way to Make Your Brand Disruptive
December 8, 2008 by OA Group · Leave a Comment
The most common question I’m asked by clients is: where should I be marketing my business to drive results? The funny thing is that the answer is never the same for that particular question. Your tactical advertising plan needs to be in line with your product strong suits. A good rule of thumb is:
If your advertisements are annoying to their audience, they are being distributed on the wrong medium.
For example, if you are running social networking ads that constantly get complaints, you probably shouldn’t be placing your banner ads on sites like Facebook or Myspace. Every business has its sweet spot, the key is being able to recognize how to become ‘disruptive’ without becoming annoying.
Let’s compare two ‘disruptive’ advertising mechanisms: Product Samples vs. Internet Pop Ups. Both of these marketing tools ‘disrupt’ the user experience, the key difference is that giving away product samples help to establish brand loyalty while pop up ads simply annoy viewers and many times drive them to competing companies.
Every business sector has a specific medium in which their advertisements should be placed, below are some of the best pairings I’ve witnessed with clients:
- Car Dealerships – Newspaper and TV
- Legal Counsel – Yellowpages
- Consumer Electronics – Search Engine Marketing
- Movie Studios – Online Video Pre-Roll Commercials
- Business to Business Enterprises – Blogging
So remember to keep on disrupting your audience (it’s the only way to get their attention), however make sure that you are building strong and positive relationships with consumers as opposed to simply throwing an ad in front of their face.
Traditional vs. Digital
October 28, 2008 by OA Group · 1 Comment
There has been an ongoing debate for the past decade regarding which marketing medium provided advertisers with the best return on investment: traditional vs. digital. Traditional media buying would include: television, radio, newspaper, et al. Digital marketing includes: search engine marketing, banner ads, rich media and the newcomer streaming media. The truth of the matter is that I’ve seen both mechanism generate great and terrible results, it’s my experience that everything boils down to execution ultimately. However I want to briefly discuss each option.
Traditional Media
Traditional marketing has been around for ages and is thus a well established marketing machine. It has been attacked lately with the advent of TiVo and Satellite radio, however it remains a bastion of brand safe advertising distribution. There is very little fraud in traditional media, which enables a fairly worry free environment for clients. With the positives in mind it is also important to understand the drawbacks:
- Archaic analytic reporting;
- High level of risk;
- Lack of control.
- It is cost prohibitive for small businesses.
Digital Marketing
Digital, or online, advertising has been the fastest growing industry in the past decade and has birthed global corporate giants like Google and Yahoo! It addresses many of the negatives of traditional marketing, such as:
- Full analytics reporting, you know exactly when and where your ads have been displayed.
- With performance based campaigns, there is little to no risk at stake.
- You have full control over the campaign.
- Companies of any size can advertise online, due to little to no minimum advertising buys.
It may sound like I am one sided in this debate, and it is true, I believe very strongly in the power of digital marketing; however it is also paramount to remember that the key to a successful marketing campaign is matching the right message to the right audience. Contact us and we can help create a marketing plan that matches your needs.
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