Recent evidence suggests a shift underway indicating traditional advertising spending to increase. Companies that earn 100% of their sales through the internet are leading this inflection- predicting an increase in traditional advertising spending over the next 12 months.
There are 7 drivers behind this shift:
Breaking through the digital clutter
Consumers report frustration and negative brand association with digital advertising clutter.
MarketingSherpa reports that more than half of consumers often or always watch traditional television advertisements and read print advertisements they receive in the mail from companies they are satisfied with.
Capitalizing on consumers’ trust in traditional advertising
The top five most trusted advertising formats are all traditional, with consumers trusting most print advertising, television advertising, direct mail advertising, and radio advertising to make purchasing decisions.
As a result, marketers can use traditional advertising to build brand credibility and trust jaded buyers.
Preparing for the decline of third-party cookies
With Google phasing out the third-party cookies, the death of third-party cookies is imminent.
In the light of this inevitable change to the advertising landscape, marketers will be forced to rely on segmentation methods that hew closer to traditional advertising models. Without advanced data-driven targeting, marketers will need to refocus on extending their reach.
Taping the growing medium of podcasting
Podcasts are a form of digital media. However, podcasts use an on-demand approach that is similar to traditional radio.
Almost half of the podcast listeners pay more attention to podcast advertisements than those of any other format, podcasting has proven to be an effective way to get a company’s brand in front of a well-suited and attentive audience.
Exploiting the digital lift of traditional media
Digital technology can leverage traditional tools in powerful and surprising ways. Mailers are paired with QR code that consumers can scan to learn more. Madison Taylor Marketing share, unique URLs and QR codes allow marketers to gather marketing analytics regarding ROI and attribution, and erode the advantage of digital channels.
Fine-tuning brand and market fit
Traditional advertising is a perfect fit for some brands, markets and messages.
New addressable TV solutions, such as by Finecast, now enable advertisers to precision target viewer segments across on-demand and live-streamed TV. thereby eroding the targeting advantage of online channels.
Revisiting digital effectiveness
Marketers are learning that the advantages of digital media can be a double-edged sword and are becoming more cautious about blindly embracing it.
Marketers are becoming skeptical of the hyped returns of digital media, because the platforms control of the advertising inventory and its effectiveness measurement, raising credibility concerns. The digital promise of hyper-targeting is also under scrutiny, Experts have long predicted the demise of traditional advertising. However, it is alive and well headed for growth for the first time in a decade. If used together, traditional and digital marketing can reach more audiences.
Read the full article at: https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising
