Cre­at­ing oppor­tu­ni­ties for your busi­ness requires a thor­ough mar­ket­ing strat­e­gy. You need to be con­sis­tent­ly build­ing and rein­forc­ing your brand and prod­ucts to max­i­mize your audi­ence. Your mar­ket­ing cam­paign needs to be con­nect­ed and share one strong mes­sage; and it also needs to be acces­si­ble over dif­fer­ent types of media. Cre­at­ing a mul­ti­me­dia adver­tis­ing strat­e­gy is your best way of reach­ing a larg­er audi­ence and build­ing your brand recog­ni­tion.

It wasn’t too long ago that a well designed adver­tise­ment in a news­pa­per would have drawn an ample amount of cus­tomers to your door. But, media and how we con­sume it has evolved. Now, there are more options than ever avail­able to peo­ple and audi­ences are engag­ing through mul­ti­ple sources. Your mes­sage is valu­able to all of them, it’s just a mat­ter of find­ing the ways to share it with them.

When you adver­tise in the news­pa­per your ad is expect­ed, and some­times it can even be sought after. Con­sumers open up their local paper know­ing that adver­tise­ments are part of the expe­ri­ence. Although print prod­ucts are still pop­u­lar and rel­e­vant, that audi­ence tends to be old­er. In adults age 18–49, less than half of them use print media as their pri­ma­ry source of infor­ma­tion. In con­trast, 67% of adults over the age of 55 get their news sole­ly from a news­pa­per.

But, that doesn’t mean that younger audi­ences are ignor­ing the news, they are just turn­ing to oth­er medi­ums to con­sume it. They are check­ing for news updates on their com­put­ers, tablets and mobile devices. 58% of adults between the ages of 18–34 will read the same con­tent across dif­fer­ent streams. That num­ber increas­es in every gen­er­a­tion, as 63% of adults 35–49 and 72% of peo­ple over the age 55 all diver­si­fy their read­ing habits.

Not only is your ad more like­ly to be seen when you uti­lize mul­ti­ple media sources, every time it is viewed your over­all mes­sage is strength­ened. When a cus­tomer sees your pro­mo­tion while read­ing a sto­ry or scrolling down a web­page they remem­ber parts of it, solid­i­fy­ing in their mind who you are and how you can help them.

Your mes­sage is impor­tant and it will res­onate with con­sumers, but don’t rely on just one chan­nel to reach the entire audi­ence. The truth is, that audi­ence is in a vari­ety of places. Diver­si­fy­ing your mar­ket­ing cam­paign across sev­er­al sources will build the largest audi­ence for your busi­ness, and strength­en your brand and mes­sage.