Learn the role of TV in Digital Marketing! – WAU
When a new practice becomes popular, such as the intense use of the internet, many people begin to believe that the old means will be extinguished. However, an example of how technologies can complement each other instead of being replaced is the use of TV in digital marketing. Initially, many experts came to believe that the use […]
When a new practice becomes popular, such as the intense use of the internet, many people begin to believe that the old means will be extinguished.
However, an example of how technologies can complement each other instead of replacing is the use of TV in digital marketing.
Initially, many experts came to believe that the use of the internet would take away the importance of TV in the marketing area.
However, recent research by Adweek has shown that TV has more influence than digital marketing when comparing investments and is more reliable for about 15% of consumers when compared to online advertising.
On the other hand, it was found that digital ads reach more people, especially when considered an audience that watches less TV.
With benefits in both strategies, the use of TV in digital marketing consists of use what is positive about each alternative, aiming to achieve better results.
The influence of TV on digital marketing reached its main expression when analyzing social media.
It is common in London that television program endings, for example, be commented on in detail by users on social networks, often hitting Twitter Trending Topics on the day.
It has also become more common to launch campaigns on the internet and later on TV, which shows that the opinion of users on the network has influenced the performance of brands and determined trends.
But Internet TV extends to different formats such as, for example, several channels that have digital platforms that allow users to access past programs, review, pause a live broadcast, among other features that make the TV experience itself more dynamics.
It can be said, then, that the experience between TV and social networks is increasingly merged, with the channels and programs themselves creating and improving media. be found and interact with viewers through digital tools.
Why invest in TV in your Marketing strategy?
Although investment in digital advertising is growing exponentially, while TV advertising presents a decrease in resources, it is undeniable that broader reach of television media.
Among the main factors that make TV highly relevant to marketing, we highlight the fact that TV has improved in recent years and gained a better ability to measure the impact it has on consumers, while digital media still has limitations in measuring the influence of advertising on the user.
The use of TV in digital marketing is an increasingly consolidated reality for more stabilized brands, given the cost of investment in television advertising.
It is necessary to understand that both strategies have effective results and they can be joined together for a big boost in a campaign, for example.
Ideally, the two strategies, TV and internet, can complement each other and thus bring more complete results to the company.
Intensive broadcasting on TV, but without digital assistance that can support these efforts, may limit the results achieved.
How to use digital data for TV advertising?
There are several ways to consolidate the strategies. An example is the use of data and metrics collected on the internet to create a more effective advertising piece, considering the characteristics of the public, which will be addressed later.
Initially, it is necessary to reflect on some relevant issues:
- Production: TV commercials need greater investment in production, as the quality of the video will be decisive in the impact it will have on the viewer. In such cases, you can use the internet in advance and channels such as YouTube to determine the images that have the best appeal to the target audience of the business. The internet is a unique space for testing and can be used in advance, before a large investment in TV.
- Channel: in order for the ad to be accepted, it cannot be served on a channel with a totally different audience than the company. This type of information can be analyzed considering the characteristics of the brand’s audience in digital media.
- Schedule: some programs and schedules have more appeal than others. There is no point in running a publicity ad during prime time (and spend more on it!) If the brand’s target audience does not watch TV at that time. Knowing the interests of your audience is essential and digital media offer better possibilities to meet this demand.
How to reconcile the use of TV in digital marketing?
Among the main benefits of reconciling the TV and digital marketing strategy is to use the information obtained in digital to produce more effective advertising pieces for TV, which will have a greater reach.
Defining your audience
Digital marketing allows the identification of several persona characteristics, such as:
- Income level;
- Geographic location;
- Profession etc.
From these elements, the content of an advertisement can be completely changed aiming to get closer to certain characteristics and interests that the public presents.
With a prior analysis of this information, you can create different campaigns considering particularities of the public, direct them to certain regions, use more appropriate images, among others.
On TV, advertising also has a reduced time, which makes it more important that the message is direct.
Knowing the public directly influences the message transmitted and the language used, better adapting the time available, the resources and the objective of the campaign.
Another element that has made the interaction between TV and digital marketing more intense is the use of hashtags that allow interaction between users on social media and also a contact between brand and consumer.
Many channels, and companies during advertising campaigns, use this space to advertise a hashtag as a watermark or even explicitly, encouraging public participation.
The feature positively influences the brand both on TV and digital, using the reach of one to increase interaction in the other.
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