How to Reach Your Next Customer More Effectively

How to Reach Your Next Customer More Effectively

Digital + TV Advertising = ROI for Your Local Business

What do a Rhode Island shopping center and an Arizona jeweler have in common?

They both used online advertising ideas and TV advertising ideas to reach their customers – and to drive big revenue returns for their businesses.

This powerful combination of multi-screen advertising strategies works so well for so many businesses because it reflects how we all live today: consumers, business owners – everyone.

We all know it. Between their TVs, laptops, tablets, smartphones and work computers, your customers are almost always looking at one screen or another. And eMarketer says the average US adult spends 12 hours and 7 minutes on media each day, with mobile accounting for most of the increase. Digital time keeps climbing, as non-digital TV still reigns supreme for the amount of time the average US adult watches.

In short: Customers watch all kinds of screens all the time, which gives businesses an amazing opportunity to reach anyone anywhere all the time, with powerful and consistent brand messaging.

Small and medium-sized local businesses can't afford to be inefficient or scattered in their advertising approach. You need an expert media partner to help craft the winning strategy to maximize your ROI while staying within your budget. The right partner will help you define and reach the right people with the latest tools to identify them through their interests, behaviors and lifestyles.

Anyone, anywhere, any screen – How?

By combining TV, online video, and online display ads, a multi-screen strategy makes sure all your bases are covered, employing the latest technology to identify, reach and motivate your audience.

There are three main factors to keep in mind when thinking about all of this:

  1. What are your goals? Are you trying to reach as many people as possible, or a niche segment?
  1. What's your budget? Different TV platforms carry different budget implications, while many options can be incredibly affordable.
  1. Where's your audience? TV remains huge, of course, particularly with Baby Boomers. Your media partner can help you learn where and how to reach the right customer for your business.

Simply stated, investing in multiple media outlets boosts advertising power. Entrepreneur recently cited a new auto model campaign for which a combination of desktop, mobile web and TV advertising led to a 211% lift in brand awareness.

As Forbes pointed out, businesses are turning to digital advertising more and more. And it is highly accessible and affordable to all kinds of local businesses. In addition, TV advertising will reach $72 million this year, according to eMarketer. Its power and effectiveness cannot be doubted or overlooked in the digital age.

Instead, it must be combined with digital spending.  And the "massive untapped opportunity, at about 40 percent of display advertising," lies in open web advertising – sites that aren't connected to one of the "digital giants" like Facebook or Google.

The consensus is clear: TV + digital advertising = big ROI for your local business.

Here's the proof

Don't just take our word for it. We have a library of success stories that represent customers who have had success with digital and television advertising. Remember that Arizona jeweler from the beginning of this article? They wanted to drive sales leading up to Valentine's Day, a key time of year for this industry. With the right mix of digital + television solutions, they were able to increase sales by 35%.

Similarly, a media mix was right for the Rhode Island shopping center we mentioned. The shopping center's 30-second commercials ran on a customized cable TV schedule. Online ads consistently delivered interaction, driving engagement surrounding the center's rebranding and its new stores. Again, sales were up – and the success was attributed to the right advertising combination.

Your business and customers deserve the best advertising strategy you can provide, wherever they are, whenever they receive it -- and, yes, on any screen.

Getting started is easier with the right marketing partner by your side, and Cox Media is here to help. 

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Get Creative With Your Creative: 5 Ways to Use One Video to Market Your Local Business
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