It may only be September, but many consumers are already thinking about the holidays. Smart business owners should also be gearing up for holiday marketing campaigns. Business owners may feel torn between using digital marketing and traditional marketing, but these are not mutually exclusive forms of marketing. New research shows that utilizing internet marketing with traditional tactics like TV marketing increase the effectiveness of the overall campaign.
One way internet marketing can help increase the effectiveness of TV ad campaigns is by keeping people to stick around during the commercial. Market Track recently released a ‘Media Usage Survey’ which found that more than half of Internet users in the U.S. do not fast-forward through ad breaks, leave the room or switch channels.
These consumers actually watch (or more accurately hear) the commercials because they’re doing things on their internet connected device and don't want to stop to channel surf. The study found that the majority of TV watchers who are also online happen to be multi-taskers. While watching television, 42 percent reported using a second screen such as a mobile device, compared to 21 percent who said they were not multi-tasking.
These multi-taskers may be checking their email, browsing social media, or reading websites online. A holiday ad campaign that uses social media, email, search and content marketing, along with TV ads, will be more effective because at least one of the hooks is going to catch the customer.
It's also important to note that after they've seen a commercial on television, the primary way these consumers react involves the internet. The most popular thing to do after seeing an interesting commercial is to conduct digital research on the project, which was cited by three out of five (62%) people surveyed By comparison, just 17 percent said they would research the product in-store.
The remain fifth of the consumers would also probably use online methods to follow up with commercial, such as check out online reviews (12%), seek out the opinions of friends and family, often online (4%) and just making the purchase instantly (4%), which would probably be done online.
It can also work the other way around. Research from Nielsen showed that internet marketing can help boost the number of people who watch programing on television. Their study found that using Facebook to complement TV advertising lead to an increase of up to 20 percent in viewership.
Integrated marketing techniques are becoming more important, if not essential, for marketers trying to reach targeted audiences. The amount of people who learn about products through TV is also declining. A different report from Nielsen also noted that just over half (52%) of consumers learn about new products from TV ads. This is down from 63 percent in 2012 and the percentage will probably drop lower before bottoming out.
Similarly, a report from L2 notes that TV accounts for just 35 percent of Americans’ media consumption time, which is down from 42 percent in 2009. The internet has created a lot of ways for people to learn about new products and to plan their holiday shopping. Any business that stubbornly relies only on TV advertising will find themselves missing almost half of consumers if not more.
The holiday season is nearly upon us, so marketers who haven't thought out a complete integrated marketing campaign to boost their holiday sales should get started. The important thing is to get the message out as many ways as possible to the right target audiences. TV is one way to do that, but as the research has shown, using internet marketing tactics to help makes everything work better.
For more information on integrated marketing campaigns, read this article that explains more benefits of mixing traditional and digital marketing tactics.