Eric Jones, VP Client Strategy, chatted with Charles Hall, host of Midtown Business Radio, about the advantages of digital marketing when compared to more traditional forms of marketing in this excerpt from his weekly radio show.
Click here to listen to the other segment in this series: Working with a digital agency instead of going it alone.
Tell the listener a little bit about the difference between what you get when it comes to digital marketing versus put in an ad on the network, television or radio.
Absolutely, so when you put an ad on a network television, or radio, or print even still, we consider traditional channels, you lack a level of ability to sort of track it, you lack that ability to sort of see okay, I put $10,000 out there in the last month, and I'm not really sure what I got for it. I think my phone rang, maybe a couple more times, but I can't attribute that directly to the person that saw the TV ad unless they actually said, "Hey I saw you on TV" which is great, but that often gets lost in translation from the person who answered the phone to the person who ultimately makes the sale.
So you lose all of that, that trackability where in a digital sense everything's trackable, so I know exactly down to the keyword that was placed in a paid search, or an organic search fashion, all the way through to what they converted on, how they converted, what they're interested in, and so there's a level of accountability there. I can easily scale that solution, so I get the opportunity to look at what's working, and what's not working pretty rapidly, and ultimately make wiser, smarter, faster marketing decisions through utilization of digital over traditional.
Before we went on the air, we were talking a little bit about when to think about the types of marketing, digital versus say some traditional media, and I know that traditional over the air marketing efforts obviously have a place, and particularly for certain industry verticals. But for a company that's really trying to expand brand awareness just like you were talking about, starting with a digital strategy might make more sense than going for those giant dollars you can spend, and just may cast into the wind which was the experience for the company that I'm a part of.
We had a very large spend to put some 30 second spots on television on a very busy network here in the Atlanta area, and just like you talked about, we got a smattering of phone calls that were related to that. We actually had that routed to a specific phone so we would know exactly what came from that advertising effort, but even then it was paltry when you consider the spend that we had. We were wishing in hindsight that we'd actually started with somebody like a Jellyfish that we could get very strategic, very specific, and be positioning ourselves in front of the person that's looking for the content I'm trying to put out there.
Absolutely. So in a lot of cases and specifically for your product that's not a decision that people just sort of make without a lot of research. And so it really depends in a lot of cases the sales cycle in which someone might go through to find you or the research methodology that they're going to use, and obviously with the internet everyone's going online these days to research new cars, or houses, or trips, or even a blender. I myself went online and sort of compared blenders before I ended up going to the store and buying one.
So ultimately the ability to sort of step in slowly with digital is actually one of the benefits to it. So you don't need a lot of money to get started in paid search, you can start very narrow. You can actually just start typing, or purchasing your own brand names to make sure that they have the right experience if they're finding you specifically, if they're searching for you which is often a great way to start. And then it goes from there obviously in radio buys, or television buys, there are some sharper minimums, heard you say you spent $10,000 and that's because there's probably a minimum to get into the market. And for $10,000 in paid search opportunities the sky's the limit in some cases depending on how many people are searching on given terms on any given day, week, month time frame.
So again there's a lot of opportunities, start small, and really make sure that whatever you're investing in it is actually proving off. There's actually studies done also that being in search, right? So if you put a keyword out there, if you're bidding on a keyword actually does help brand, and so if you don't show up, and someone types in "surgery," or they type in a type of car and your company doesn't show up, then you're not actually considered as being reliable, or actually as being an opportunity for them to buy from. They say, "Oh you're not showing up on search so why would I even think about considering you to purchase from you?" And so they've done studies, a number of studies have been done about with regard to page search opportunities helping with brand lift, and so that's a pretty popular idea these days.
Eric do you have a point or two that you'd like to leave the listener with that they might be able to put in their bank and use later on before we have to go?
Absolutely, I really do believe that digital is something that everyone needs to think about, but they need to think about in a very smart fashion, and I think what people get into the mindset of is that digital is so easy, and so fast, and so cheap and it certainly can be those things. But in that case if you resolve all those things that may not be done right, and so I really want you to make sure that you're thinking about how your consumers or the people that are buying from you are using the web to ultimately research your product, to ultimately contact you, to ultimately find out more about your competitors. And in some cases looking at your competitors and seeing what they're showing up for.
All those things are important steps to take before jumping in. But then ultimately you see digital is very cost effective if it's done right, if it's done slowly in sort of in a methodical fashion, and we certainly would recommend it, and we certainly would recommend anybody looking at it as an opportunity to expand their marketing with some real impact of their bottom line.