Do you ever wonder what some ad executives are smoking these days? I watch certain commercials on TV and am left wondering, “Who in the world are these people targeting?” TV advertising is not inexpensive and I’m amazed that any business paying for such advertisement wastes their advertising dollars on mediocre to downright terrible commercials. For copyright reasons, among other legal issues, I’m not going to mention specific commercials in this blog but if you spend any time watching TV and you don’t fast forward through the commercials, you know what I’m talking about.
There is good news for companies that don’t want to waste their advertisement dollars on TV spots that are either lame or may be seen by a diminishing number of customers due to individuals fast forwarding through such ads. That news is that recent data indicates TV advertising is not as powerful as it once was. A recent article in Brandweek indicates that data as recent as 2010 indicates that “search and display advertising clearly outperforms more traditional media.” In that study, researchers discovered that 15 million dollars in media advertisement dispersed over online, print and TV resulted in more than twice the number of sales made as a result of people viewing some form of online advertisement verses TV advertisement.
This is truly great news for small businesses. Few can afford the dollars required to write, produce and film a commercial then pay for the airtime to have it play on TV. But most can afford advertising that appears on the internet. A successful marketing strategy today is going to invest resources in web development and social networking alongside internet marketing. A strong internet presence and the tools that make that presence known to the internet community is what is going to drive sales upward for today’s businesses.
(Originally published on this web site March 24, 2011)
There is good news for companies that don’t want to waste their advertisement dollars on TV spots that are either lame or may be seen by a diminishing number of customers due to individuals fast forwarding through such ads. That news is that recent data indicates TV advertising is not as powerful as it once was. A recent article in Brandweek indicates that data as recent as 2010 indicates that “search and display advertising clearly outperforms more traditional media.” In that study, researchers discovered that 15 million dollars in media advertisement dispersed over online, print and TV resulted in more than twice the number of sales made as a result of people viewing some form of online advertisement verses TV advertisement.
This is truly great news for small businesses. Few can afford the dollars required to write, produce and film a commercial then pay for the airtime to have it play on TV. But most can afford advertising that appears on the internet. A successful marketing strategy today is going to invest resources in web development and social networking alongside internet marketing. A strong internet presence and the tools that make that presence known to the internet community is what is going to drive sales upward for today’s businesses.
(Originally published on this web site March 24, 2011)
©2011 Michael C Mahan
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