When your business begins a marketing campaign the long term goal is to convert members of your audience into customers. The challenge is that different audiences turn to different types of mediums to consume their media. By using a multimedia approach for your advertising, not only do you capture more than one demographic group, you also reinforce your message each time they see it.
Each time your marketing material is seen it creates a connection in the consumer’s mind between the name of your business and the products and services you offer. You may think that spreading your advertising budget across multiple platforms seems wasteful, but you are actually building reinforcement with each ad.
For instance, 67% of consumers over the age of 55 only get their information from the newspaper. That number sounds high, but if you dig deeper you will find that 72% of adults over the age of 55 get their information from print, digital and mobile devices. Even Baby Boomers, the generation with the most money to spend, are looking at content across multiple platforms.
Younger generations tend to lean more toward digital media. The are just as involved in learning about the news, but your advertising efforts should be focused toward social media, web, and mobile advertising. In fact, 41% of adults 18-34 get their information from a newspaper, while 58% turn to the trio of mediums.
Creating these overlapping advertising campaigns means that your message and goals are being shared with your targeted customers. The same ad they read in the newspaper in the morning will be reinforced when they are searching the web, or looking to get updates on their smartphone. Your marketing efforts pick up momentum each time they process your message.
Build a marketing plan that is memorable because of its repetition. Having a clear voice and offering a valued product, service, or promotion will aid your business in building a strong rapport with customers. This will increase your brand recognition and help put your business at the top of their mind when it comes time for them to make a purchasing decision.