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.