Multi-Marketing: Where to Place Ads
Last week, I discussed a little bit about what to put on your ads; but this week, I’d like to take a look at where you should put them. You seem to have an unlimited amount of options, but there are a few ways you can narrow down where your ads will be the most effective.
First, consider your target market. The number one rule in advertising is to advertise as close to your target market as you can. You can place digital ads on websites or e-mail newsletters, or you could place physical ads in places they go to or print publications they read. If you are unsure of where your market is spending most of their time, you may need to hire a market research firm to help you out. If you are interested in placing ads online, MultiView is a great place to start. Any one of us here can help narrow down exactly who and how many people are visiting any of our Buyer’s Guides, MultiWeb partner websites and e-mail NewsBriefs. With vital information like this, you will be able to reach your market without spending an outrageous amount of time and resources to figure it out on your own. It isn’t always about how many people you reach; rather who you are reaching.
Second, consider the medium. In the past, newspaper, magazines, and other print publications were the “hot” place to advertise. It was one of the first forms of advertising that allowed your company to put a number to how many people had a copy of your ad in-hand. Unfortunately, not all of the readers will turn to the page with your ad on it; and without a call-to-action, you will not see a visible direct return from these ads. TV and radio ads are able to reach a very large audience and the stations have a good estimate of how many people are listening, but they do not have exact numbers. Similar problems arise with these mediums as with print because you never know if the users are actually in front of their TV or listening to their radio, and it is difficult to track the results unless you are using a call-to-action message. Digital media, on the other hand, has quantifiable results that will be able to tell you how many people see your ad, how many people clicked on it for more information, and how much time they spent on your website. If you have this set up correctly, you will be able to see who in particular visited your site and if they went to purchase anything right away. If you have a certain user visit your site often, you can reach out to them to answer any questions they may have about your product or services.
Third, consider cost basis versus return on investment (ROI). Advertising can cost hundreds of thousands of dollars and produce very little results. As I mentioned in my previous entry, if you’re sending out a branded message without a call-to-action, you shouldn’t be as concerned with a measurable return, but you should certainly keep up with who your ad is being seen by. If you have put an ad in a particular newspaper every week for the past 10 years, your audience has likely changed over time. Spend a little time reevaluating how much you’re investing in your ads and make sure they’re reaching the right people. If you sell a product that costs $20,000, you can place four $5,000 ads and you only have to sell one product from those ads to recoup your investment. At MultiView, a $5,000 ad can get you two banners in front of your target audience for an entire year. On TV, you will be lucky to run one slot during a prime time show.
In case you didn’t get a chance to read last week’s blog, I’ll say it again. An effective advertising campaign will include placing ads across multiple mediums using both branding and call-to-action messages. There’s no one place that will solve all of your needs, but you can certainly get close with a few highly targeted campaigns.