The growing advancement of technology and its role in our daily life are the driving force behind marketing trends moving right into the digital arena. The debate on whether digital marketing has taken the place of traditional marketing never seem to lose its heat. However, the question is why should there be a comparison on which is better?
Here at Airvert, we feel that there is no better one channel; there are just better campaigns and better ways how channels can complement each other so that the benefits of each platform is amplified. In this article we hope to bring new perspectives to this topic by giving ideas on how marketing channels can be used in a cohesive way to bring about marketing innovation; focusing on of how out of home (OOH) advertising and digital integration could bring about a much more cost effective campaign plan which could possibly bring you some surprising results.
A changing consumer world
Technology has changed the way businesses are done. Consumers are moving their window-shopping experience online, browsing the web instead of stores; visiting offline physical stores to either get test trials for things they already know they want, or to “pick up” the item. This change in consumer behavior has resulted in increasing focus on reaching consumers before they make their decision, contributing to the rise of not only the popularity of digital marketing, but also the concepts of online audience segmentation and buyers journey targeting.
Digital Marketing – A data-driven World
Consumer’s digital footprints has opened up a whole new world, giving businesses access to data that is centered not only around customers or prospects that they have interacted with, but also those of their competitors. There are better insights about who their customers are, the preferences of prospects, where consumers are at in the buyer’s journey, what will effectively convert them, or otherwise reasons for the drop out.
While we have agreed that more and more actions these days are done online, we must not overlook the impact of offline interactions. An old aged discovery that the online and offline behavior of consumers varies, and often at times could be contradicting suggests that one single audience segment could be further broken into 2 persona versions for each online and offline. Being able to gasp them as a whole, and interact with them in a enclosed cycle would ensure the highest conversion, and retention; Afterall, isn’t it often quoted that “real friends sees you and knows you for who you really are” and in a very dark humor way, and is why you treasure them, and find it hard to leave them.
Often we are swayed by the convenience of digital marketing and starts entrusting our entire business growth to it. Why not? After all it is accurate in its targeting, cheaper than most channels, trackable and flexible. But is it not disruptive? How confident are you that your prospects and customers are engaging well? And while there is increasingly more purchase done online, do you genuinely think that the entire buyers’ journey been shifted online?
Digital, Out of Home
From what we see, exactly because of this explosion in digital marketing popularity; there seems to be overcrowding of digital ads content. The use of advertisement online at this point is in between a possibly positive experience of selling you what you might be interested but might not know it yet and a very negative disruptive intrusion to your digital activity and space. And this is where we think traditional media like OOH advertising can be used to bring things back in order.
OOH advertising are non-disruptive. It is just there, albeit big and loud, but patient, waiting for you to give attention when you are ready. The only downside is that by the time you are ready, you have already moved to a location where the ads could no longer be seen as these “billboards” are usually placed in places with high traffic, but often, high moving traffic. And exactly because of this high moving traffic, it has made the typical OOH an expensive medium.
This is why we see the modernization of OOH necessary. First with the shifting of billboards into venues where traffic is more stationary to ensure higher engagement. Then followed by cutting them up and putting them in venues where only your targeted audiences are at to remove unnecessary eyeballs and reduce cost wastage. This way, OOH advertising can now be more cost effective, affordable and will bring about higher engagement.
But this doesn’t solve the issue of trackability, and data does it? Wrong.
The fact that OOH advertisements can be placed in venues where audiences are stationery would mean that you can now put up content which takes time for interaction. You can now direct them to a social page, watch a YouTube video, or simply enter a promo code on your website. Because there are not “on the go” they can now pause and interact. Send them online and lead your offline campaigns into the digital tracks and start tracking these new users.
Target different content at different groups of audiences now that OOH can be done in smaller scale venues. You no longer have to use 1 content to reach the masses, but instead, use multiple contents to reach the masses, engaging them based on their persona types. Do A/B testing now that you can put OOH ads in so much more segmented venues. Use OOH as a lead activity for brand awareness and interest creation and then Send them back online. This way, you will get better insights into your consumers; merged with what you already know of them online, its safe to say, you’re a “best friend” in the making!