Connecting your Traditional Advertising to the Digital Consumer.

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These days nearly everyone has a mobile device—whether it’s a smartphone, a tablet, or even a flip phone. Fact is, we’re more connected than ever before—both to each other and to the digital marketplace. And most of our purchasing decisions begin when we’re on the go. So if you’re still executing your traditional advertising campaigns the same way you did decades ago, you’re missing out on what may be the biggest revolution since well… since sliced bread actually.

Traditional media outlets have and continue to experience challenging times, but if you don’t believe these venues are struggling to meet the demands of the new mobile marketplace, check out this article…
With that said, the real-dollar spending in these outlets far exceed online ad spending, and they still offer a great way to reach your target consumer—with the right strategy.

Today’s Consumer Is on the Move.

Recent studies have shown that nearly 70% of people with web access use their mobile device—not their laptop—as their primary point of contact. Some experts believe that by 2016, that number could reach 90%. That means purchasing decisions are being made daily by millions of consumers who are on the move—whether they’re traveling to and from work, taking the kids to school, or out socializing with friends. So how can you use the physical advertising environment to engage these mobile customers?

Before we can answer that question, we need to emphasize one point. Much of the purchasing process in today’s digital marketplace is twofold. That is, the vast majority of customers tend to BEGIN the purchase process from a mobile device, even if they choose to complete it from their laptop or other hardwired connection or at a brick-and-mortar outlet. So that means that the first point of contact, if not the payment transaction itself, is conducted via mobile. Consumers do their product research from their mobile device, they get opinions from friends, they bookmark websites, and they connect with customer service reps.

Consider some of the following stats.
  • Average time per interaction on the mobile device is 17 minutes.
  • 38% of our daily interactions occur on the smartphone
  • 90% use multiple screens sequentially to accomplish a task over time.
  • Smartphones are the most common starting place for online activities
  • Smartphones are the most common companion device with other forms of media

Making the Mobile Connection.

So let’s get back to that earlier question about connecting the physical advertising environment to the mobile user. The mobile device is the bridge between our physical world and our digital world. We use it to start our research on items, and then navigate across screens to continue a transaction or activity. In a traditional advertising model, you’re gambling on your target consumer remembering your message until he or she gets home to make the purchase by phone or hardwired computer, or at a brick-and-mortar store. That’s quite a risk, especially when one considers the sheer volume of communications and advertising messages that bombard any given consumer on any given day.

Why take the risk?

In this, high-distraction, short-memory-span, instant gratification world, it is critical to engage your target instantly, and make a lasting impact. And when it comes to traditional media (TV, radio, print, outdoor, mass transit, in-venue), our mobile devices provide a unique opportunity to connect the physical advertising environment with the digital marketplace. Using your traditional media ad to get your target to take an action, engage and interact via their mobile device, will give you higher responses, engagement, recall, measurability, and ROI!

Disruptive Technology or Golden Opportunity? The Choice is Yours.

Picked up a newspaper lately? Chances are, if you have, it was about half the heft it was 25 years ago. Mobile technology has revolutionized the way we connect and think. And that can seem like a disruptive technology to those who’ve engaged in exclusively traditional media buys. Traditional publishers, agencies, and their advertisers have had to revolutionize the way they craft their campaigns and reach consumers. Fortunately, this can be a positive disruption opportunity for forward-thinking people who embrace emerging technologies early. On the other hand, those who resist change and skirt accountability, this disruptive technology will quickly result in obsolescence.

At Resonate, we want to help you cross that bridge from physical advertising to the digital marketplace. With mobile device use still rising worldwide, let us show you how to leverage the power of mobile in your advertising strategy. Contact us for a quick demo, and a free assessment of how you can use mobile to move your next campaign forward.

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Sources

services.google.com/fh/files/misc/multiscreenworld_final.pdf
http://stateofthemedia.org/2013/overview-5/key-findings/audience-key-findings-3/

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