From TV and radio to digital, the ways you can bring your message to your customers are almost endless. Within each major category is an ever-increasing number of channels to choose from, with new options becoming available constantly. With this dizzying array of media options, it can be tempting to limit your approach to only one media vehicle, especially if you are working with a limited budget. Regardless of budget, a multimedia approach has clear benefits.
We spend each day taking in a steady stream of information and content in various forms, and most of us move between broadcast media, print and digital without a second thought. From having the news on during our morning coffee to scrolling through our phones during our morning commute, there are multiple opportunities to reach and engage with a customer. Employing a multimedia approach is the best way to take advantage of all those opportunities you have to communicate with a customer.
An increase in the number of times your audience sees your message helps to create brand awareness so that you are top of mind when they’re ready to take the next step in the buying journey.
What does your customer do when they see your ad? The click is important, but what they do after that will help you to better understand the best ways to engage with them. By testing various media forms, you’ll get a more focused picture of how your customers behave when they interact with each media, which will help you build an even stronger media plan.
Depending on what you want your customer to do after the click, you might find that some media forms work better than others – a mobile ad for your company’s new app makes sense, a highway billboard probably doesn’t.
Working with different media will keep rates competitive and help you manage your deliverables, creating measurable results that can inform planning for future campaigns. When working with a limited budget, having a clear idea of what you’d like to spend in each media type can help when negotiating rates so that you can ensure the best possible position at the best possible price.
In addition, by setting clear goals for each media channel, you can create engaging content which can be easily repurposed across multiple media channels, maximizing the rest of your advertising budget.
