Tip:
Highlight text to annotate it
X
Traditional media is still relevant in today’s marketplace. There’s still a role for TV.
I think the place that’s been-- has the biggest challenge is newsprint. I think newsprint
is shifting primarily to the on line world. And that’s primarily where our audience
is as an educational marketer, is a younger audience. And so, you know, we have seen a
decline in our spend in newsprint. Directly mail is still used as a targeted vehicle.
So I would say as a direct response marketer, the thing about traditional media is it’s
still relevant. But it’s relevant potentially in a different way, in either as a compliment
to what’s happening on line or to push on line activity.
And so as I look at, you know, our TV spend, it really should compliment, you know, what’s
happening on line and create that awareness, not only from a brand point of view, but can
do different things visually than you can have on line. And so you know, direct response
in the traditional media is still there, but it definitely has moved on line. And you know,
just staying ahead of the game on all our on line spend is where we’re focusing, you
know, our attention on more and more.
So in integrating traditional media into the on line, you know, one of the things that
we do is create a landing page that has the same testimonial person as it does on TV.
And so if we have someone who’s on TV named as Ambika doing her testimonial, we have her
featured on the landing page where the URL is directed. And so there’s something common
language as opposed to going to the a generic landing page or even just our generic website,
you know, that speaks to all. So it ties into everything as a visual representation, and
even as a brand stream. And so I think that’s how we’re connecting that and then making
that further connection in other media. So we tried to say if this is what they’re
responding to, let’s translate that into what they’re seeing on line. If it was a
massage therapy campaign, let’s have it talk about massage therapy in the landing
page and then link into other programs if that’s what they’re interested in. So
I think we are being smarter about it and tying the two together and trying to have
them work together.