How to choose the best channel to advertise?
How to choose the best channel to advertise?
Today we will talk about advertising media. There are plenty of ways a brand can use to communicate a message to its customers. Advertising media correspond to all the media channels a company can use to advertise. Nowadays, we can promote a product or service through an image, text, video, radio spot, … which offer many different options to the brands to differentiate themselves from the competitors.
The 5 principles types of advertising media
This type of advertising is a good way to reach a large number of customers. The two main media used are the TV and the radio. The fact that you can target a lot of people makes this type of promotion media often very expensive. For example, in the UK, a TV advert during a blockbuster can cost up to £250,000. (toastttv.co.uk)
This is the promotion of a product or service using the Internet. It is a good way to reach only your target and to personalize the ads to their behaviour thanks to the cookies.
This is the ads on your mobile devices (cellphones, iPads, …). A brand can reach its customers by sending SMS, using social media, … This a good way to target the customers at the right time and on the right media. Indeed, all the data collected on your mobile devices can give information to a brand regarding your behavior. For example, it is lunchtime, you are looking at food pictures on Instagram and an UberEats ad will pop up between two pictures.
This is an old type of advertising which is still working. We could think that with the internet and the wide use of mobile devices the customers would not want to use paper anymore. However, that is not the truth, the customers still like to go back to paper when needed and a print ad will have more impact on customers than an online one. Indeed, the users are used to seeing a lot of ads on the internet which make them pay less attention.
This is the promotion used to reach a customer when he is outside of his home. It is also called OOH (out of home) media. The companies can use billboards, bus posters, digital boards, … to reach their target.
How can we choose the right media channel for our company?
Regarding the large choice of media channels, it is important to make the right choice in order to target the right customers, at the right time with the right content. You need to set up your objectives, know your budget, frequency of your campaign, how you will measure the efficacy of it, the data you want to collect, and the message you want to deliver.
Let’s take the example of our blog, the Dubchies.
Our objectives are:
- To create traffic on our blog and Instagram account
- To know which type of content works better
The most appropriate advertising media for us would be a paid ad on Instagram and Google. We want to reach specific users who will be interested in our content. Using online media to advertise offers us the possibility to target only those users in a cost-effective way. Indeed, we don’t have a lot of budgets and on social media, you can choose how much you want to put in your campaign and the length of it so that you can control your expenses.
We will measure the number of new followers, readers, and subscribers, the demographic data to know who the users are and where they come from. By analyzing the Google Analytics of the blog after the ad, we will know which articles work best to understand which type of content we need to focus on.
There are a lot of ways that exist to promote a product or service. From targeted to large campaigns, the choice is yours. Your campaigns need to reflect the values of your company and reach the proper target. Choosing the right media is very important, there are pros and cons for each one, the only thing that will determine which one to choose is your objectives, budget, and target.
Anaïs Meuret
#media #advertising #channels
Marketing evolution, How to choose the right advertising media channels, marketingevolution.com, https://www.marketingevolution.com/marketing-essentials/advertising-media-guide, 02/04/2021
MBA Skool team, 2020, Advertising media, mbaskool.com, https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11861-advertising-media.html, 02/04/2021
Paul Sugget, 2020, The different types of advertising methods available to you, thebalancesmb.com, https://www.thebalancesmb.com/different-types-of-advertising-methods-38548, 02/04/2021
Chris Miksen, Does print still work in advertsing?, chron.com, https://smallbusiness.chron.com/advertorial-vs-advertisement-56391.html, 02/04/2021
I completely agree with the following ideas which you have mentioned about the tips regarding living in Ireland. It will also help students to research about the place coming from different countries about the lifestyle of Dublin.
ReplyDeleteadvertising is most important in todays world as the world is growing faster. So with the help of advertising on social media millions of people will come to know about the product in just second of time.
I also think that Marketing is the operation, collection of organizations, and processes for developing, connecting, distributing, and sharing value-added services for consumers, companies, collaborators, and community as a whole.
Marketing is also promoting more as a brand and building reputation of a company and building long lasting relationships with audience.
the main purpose of marketing is to generate revenue for any company or organization and also selecting the right media is also important in order to grow the company or business.
Hi Dubchies!
ReplyDeleteI really like this article about the different channels to advertise.
I was just wondering while I was reading, don’t you think that traditional TV advertising could disappear somewhat in favor of more personalized ad?
For instance, more and more households are equipped with a digital TV. If we can analyse personal data of viewers such as their favorite TV programmes or the time of day they watch TV, we would be able to offer them much more personalized and effective content. It could be almost the same as the advertising on social media.
Have a nice day!
Emma
Hi Dubchies,
ReplyDeleteI really like your article! I appreciate very lot this type of subject!
Thanks.