Digital Media and traditional forms of media such as Television Advertising work very well together. If you’re not using Digital Media currently you should start. But don’t abandon your traditional forms of media and replace it with Digital Media 100%. Most likely you still watch television, listen to the radio, read a magazine and you still go out to the mailbox to collect your mail. If your still using traditional media, so is everyone else.
In the 1960′s television was the new kid on the block. It was entertaining and informative. Advertising worked extremely well for 30+ years. Now the internet is the new kid on the block and traditional forms of media don’t work as well as they once did. The difference between the two is that television was not nearly as complicated as Digital Media in the form of the internet.
Traditional forms of media such as television advertising and radio advertising work differently than Digital Media, however they work well together.
Traditional advertising works by interrupting viewers while they are enjoying great content in their favorite programs. It’s critical that you take the time to figure out who your primary target audience is and what their media habits are in traditional forms of media such as Television or radio.
Digital Media works by attracting users through publishing valuable content that people find engaging. Two ways you can reach digital media consumers is through SEO Search Engine Optimization or by buying banner and display ads SEM; Search Engine Marketing.
SEO is the art of publishing engaging information using proper keywords to make the search engine spiders find you and rank you high on the list when people do searches. This doesn’t happen overnight. It takes time and it takes a lot of engaging content published on a regular basis through blogs and social media. Remember, television advertising doesn’t have immediate results, nor do digital forms of media.
The second way you can get people to your website is through purchasing display or banner ads, SEM Search Engine Marketing. There are many on line services to make these purchases. Keep in mind two things. First your ad must be magnetic enough to pull viewers in to click on it. Second, you need to monitor through metrics what happened when someone clicked on your ad. There are many ways to monitor what happened with these ads using metrics.
CTR or Click Through Rate means how many people clicked on your ad. You really need to go a step farther with your digital media metrics to make sure that the end result you desired occurred. The end result could be a purchase, contest entry or request for more information. Finally, you need to decide if the cost was worth the end result. One of the negatives in buying banner or display ads is there is no way to monitor where they are placed. But I’ll bet that will be available soon.
In addition, be sure your website has valuable information that attracts people to want more information ultimately buying things from you. If you do everything right to attract people to your digital media website but your site is not valuable, you’re wasting your time.
SEO and SEM are not the only ways to attract people to your digital media website. Remember, traditional forms of advertising such as television can direct people to your website as well. I’ll publish more in future blogs on how to use digital media and traditional media .
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