Having the right marketing campaign is a key component to the success of your business, but choosing the wrong one can do more harm than good. Learn about the various types of marketing campaigns you can use, the advantages and disadvantages of each one.
Traditional marketing campaigns consist of TV ads, magazine spreads, billboards, and radio spots. While these methods are still very popular, digitally native businesses must remember that not everything that pops up on a smartphone screen is viewable or, for that matter, comprehendible via text. In today’s world, consumers have become hyper-aware of the amount of spam and irrelevant content they encounter in their daily internet browsing. As a result, campaigns that rely heavily on these traditional methods stand a greater chance of repelling potential customers. It’s also worth mentioning that these types of marketing campaigns are very expensive to produce, making them a less viable choice for small businesses. If you’re looking for growth and don’t have the money to burn, traditional marketing is not the way to go.
Moving away from the brick and mortar world to consider modern marketing, we encounter a variety of methods including pay-per-click ads, social media marketing, and content marketing. While these methods can be invaluable for a business’ growth, they don’t come without their perks and quirks which you must be aware of before you make a decision.
Pay-per-click ads are akin to traditional marketing in that you’re paying for each click on an ad. However, with this type of marketing, you’re only paying if the user clicks on the ad and subsequently makes a purchase. Because this is such an effective and affordable way to gain new customers, many large companies use pay-per-click ads to great effect.
The downside to pay-per-click ads is that you’re reliant on someone clicking on your ad for the transaction to take place. In other words, you’re putting all your eggs in one basket. If your ad isn’t compelling or it pops up on the wrong screen, you could end up losing lots of money. Also, since most people click on ads while surfing the web, your ads are more likely to be viewed by people outside your target audience. In other words, your ad could end up demoting your brand rather than promoting it.
With the rise of mobile marketing, digital marketing became even more vital for businesses. Not only do customers have the ability to access the internet on the go, but they also have the option of using an app to make purchases or access important information. As a result, marketers must consider all the available platforms and devices when developing a cross-platform marketing strategy. This way, their message will be received by the largest audience possible.
A cross-platform campaign blends the strengths of different platforms to maximize your reach. With this type of campaign, you’ll typically use a variety of social media platforms including Twitter, Instagram, and Facebook to reach your audience. While it might seem like a convenient option to blast your ad on as many platforms as possible, doing so without any thought as to why you might be promoting on one platform and not another can end up being disastrous. Furthermore, not all of your followers or fans will receive your tweets, Instagram posts, or Facebook updates. If you want your message to be spread to the maximum audience, develop a plan and only use a few platforms initially. In other words, don’t just jump into social media marketing without considering the advantages and disadvantages of each one.
One of the main benefits of traditional and modern marketing campaigns is that they are generally much less expensive than traditional advertising or a full-blown digital marketing campaign. Since most businesses have limited funds, it’s important they consider what type of marketing campaign will bring them the best return on investment (ROI). With a traditional marketing campaign, you’ll pay for each click on an ad. However, with a digital marketing campaign, you’ll pay for each piece of content viewed, interacted with, or shared by a potential customer. The bottom line is you get what you pay for, but you need to consider the pros and cons of each type of campaign before you make a decision.