Do You Know "How to Advertise Your Business" in the 21st Century?

April 27, 2012 by  Filed under: Advertising 

There are three major categories for how to advertise your business in the 21st century.

• Traditional Media

• Social Media

• Digital Media

While traditional forms of media have changed, all forms of media work if you use them correctly. Traditional media includes:

• Television Advertising

• Cable Television Advertising

• Radio Advertising

• Magazine Advertising

• Newspaper Advertising

• Direct Mail Advertising

• Billboard or Outdoor Advertising

Social media can be for interactive, informative, educational, or promotional. The largest social mediums are:

• Facebook

• Twitter

• Pinterest

• Google +

• MySpace

• LinkedIn

Digital media includes any digital audio or video found on the internet including social media networks.

• Websites

• YouTube or any online video

• Search Engines

• Blogging

• Email Marketing

• Mobile Media

• Podcasts

Think of your website as the nucleus of your business. If you have a brick and mortar store front, think of your website as your second store front or vice versa. Your advertising objective should be to tell the viewer or listener what you want them to do once they arrive. They should either go to the actual store front if you have one or go to the website which includes a lot more detailed information. Let the viewer know what they will get once they arrive at the store front or website. The deliverables must be seen as valuable goods or content which are strong enough to make the prospect act. Make sure all forms of communication including website, traditional media, blog, social media, email marketing and mobile apps all give the same brand experience forming one campaign.

Use your traditional media to push prospects or customers into your store front or website. Once the prospect arrives be sure to collect their contact information based on the promise of additional discounts or information. Traditional media has changed in the 21st century however; it is still effective if used properly. Television is still very effective even though the number of viewers has declined. Even newspaper with a declining circulation can still be useful for demographics such as Adults 65+.

Social Media should be used in order to create raging fans that keep coming back for more great products or content on your website. Include social media cross links on everything you do. For example, on email be sure to include your social media links and on your social media be sure to include your email campaigns. Be sure your blog does the same.

According to the New York Times, social media accounts for 22.5 percent of the time that Americans spend online, compared with 9.8 percent for online games and 7.6 percent for e-mail. Americans spend the most time with Facebook, by an enormous margin. During May of 2011, when the report was compiled, Americans spent 53.5 billion minutes on Facebook (That was up 6 percent from 50.6 billion minutes in May 2010). Facebook reaches 70% of all active internet users with females accounting for 62%. Behind Facebook during May was Blogger, at 723.8 million minutes; Tumblr, at 623.5 million minutes; Twitter, at 565.2 million minutes; and LinkedIn, at 325.7 million minutes.

Facebook just announced in January 2012 there are 845 million active users globally. Facebook expects to be at one billion active users globally sometime in 2012. However, keep in mind that people 65+ and young children are underrepresented in these statistics and moms, teens and young adults are overrepresented.

Media today is much more complex than it was in the 20’th century. I believe that avoiding how to advertise using social media and digital media in the 21st century is not an option.

The ROI of Social Media and Digital Media is “Your business will still exist in 5 years!”

Your advertising and who handles it should not be taken lightly. I have seen business owners make all kinds of mistakes when choosing who and when to work with someone. I have seen business owners go out of business because they made bad choices. Whatever decision you make, make it carefully.

Take the time to find help that specializes in what you want done. If you need help with digital media, mobile apps or on-line video, find an agency that specializes in this form of media. If you hire a full service traditional advertising agency who offers digital media or mobile apps services, chances are they will be outsourcing these services. My advice is to get the best help you can when looking for new technology services. If you hire an agency and they outsource, find out who they are using and make sure you fell comfortable with who will be doing the work or go with a different agency.

And if you would like to know more about how to advertise through the integration of all forms of media and get your FREE 7 Day Mini Email Course “How to Buy Media”, visit Julie Musial has more than 27 years of advertising and marketing experience and has a wealth of resources to assist you in advertising effectively.

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