Should Integrated Marketing Services Rely on Radio and Television Adverts in the 21st Century?

The right integrated marketing services can make your brand more memorable for your target customers. You can generate better bottom-line results for your business through instant brand recall and wider recognition across your ideal audiences. By developing a consistent image and voice for your business, your variety of ads and marketing messages can stand out from your competitors, more so if you build this in tactical ways that effectively resonate with the relevant interests, habits, lifestyles and preferences of your ideal prospects and existing customers.

What exactly is integrated marketing? Simply put, it is a strategy that promotes the same look  and feel of a brand across different advertising and marketing channels like TV, radio, print, Internet and modern digital media. This generates significant familiarity with your brand, content and products across your target market segments, regardless where your ideal customers encounter your ads and marketing content.

For example, Apple continues to successfully promote a consistent image and voice across their target audiences all around the world. This is despite having a wide variety of marketing messages to promote to their ideal prospects and existing customers. The overall look and feel of their ads, organic content placements, onsite materials, Web properties, apps, devices and packaging materials all communicate a clean, user-friendly and futuristic approach to consistently providing the world with new technology that can’t be found elsewhere.

Choosing to work with a credible provider of integrated marketing services can be advantageous for your business. Without significant niche expertise and authority knowledge on how to cost-effectively do this, you could end up promoting a different image and voice for your brand across each marketing channel. This can result to lower positive response rates from your ideal audiences, as well as to poorer brand recall and recognition across your target market segments.

However, should your integrated brand marketing campaign focus more on television and radio today? To correctly answer this, you need to weigh the advantages and benefits against the negative effects that this is likely to produce for your bottom-line results. To help you out – Here’s a brief list of both good and bad things that your business can expect from marketing that heavily relies on TV and radio advertising today:

What Can You Expect From Integrated Marketing Services That Focus on TV & Radio Advertising?

First, it can generally be quite expensive for your integrated brand marketing campaign to rely heavily on TV and radio advertising. Operators of these marketing channels often charge more than modern digital media groups. Even when your target audiences spend a significant amount of time watching TV or listening to the radio, your advertising and marketing expenses through these networks can still be considerably higher than the rates you can expect from print and other non-traditional platforms. This also applies even if you know the exact TV and radio stations, programs and air time that are favored by your ideal prospects and existing customers. This is among the most obvious disadvantages of integrated marketing services for your business when your campaigns focus more on TV and radio.

Second, not too many TV and radio networks provide as much granular options for collecting significant data regarding real time viewer activity. These are often advantageous features that can be exclusively offered by newer digital media platforms. For example, the performance of an ad in a TV or radio station can only be projected through historical viewer data, and studied through viewer popularity metrics that are usually done by performing surveys and the like. Comparative charts of actual traffic stats, customer acquisition rates and sales margins before, during and after a TV or radio advertising campaign can also be used to gauge the overall performance of your ads in these networks.

This can be quite limiting and challenging for your business. It can also be more expensive for your resources to constantly perform these comparisons and monitoring procedures for each ad that you place across these traditional advertising and marketing channels. This is unlike what you can get from more modern options like affiliate marketing and PPC (pay per click), PPM (pay per impression) and PPL (pay per lead) strategies in mobile app repositories, social media networks and Web platforms.

Third, providers of integrated marketing services are likely to miss out on the variety of opportunities that can suddenly become available with the latest trends and breakthroughs in digital media technologies for non-traditional marketing platforms. As more collective development work all around the world is primarily focused on these technologies and networks, your brand might be left out if your integrated marketing campaigns significantly rely on traditional channels for promoting your latest offers across your ideal audiences.

With the growing global anticipation of more significant changes brought about by the Fourth Industrial Revolution, many groups are betting on more modern networks getting significantly bigger as new trends suddenly happen across various markets and industries worldwide. They’re also betting on the continuous rapid decrease of interest in traditional networks like TV and radio over the next few years.

Fourth, another disadvantage of TV and radio advertising over more modern marketing channels today is the steadily diminishing viewer traffic that these networks have been getting for the past several years. Video on demand (VoD) platforms are becoming increasingly popular across more audiences in various countries around the globe. Users of apps for streaming digital music and radio content are also being used more often by rapidly increasing numbers of users worldwide.

As these non-traditional media channels are steadily replacing television and radio all around the world today, your marketing should be focused more on these new networks and other non-traditional platforms. By doing this, you can avoid all the pitfalls and disadvantages that come with an integrated brand positioning campaign that’s largely dependent on TV and radio.

Also, this doesn’t mean that you should just completely abandon TV and radio advertising. Rather, many experts recommend a balanced approach when it comes to using integrated marketing services for including these traditional platforms in your brand positioning campaigns. This is especially helpful if significant numbers of your ideal prospects and existing customers often use these traditional channels for their day-to-day activities.