After watching the myriad of Super Bowl ads that hit last week, you not have realized just how many of these ads we saw before the actual game. Brands are now relying on a combination of new and traditional media resources. While using a combination of sources seems like a common practice now, let’s compare traditional media efforts to that of lead generation.
Traditional media tends to be more expensive. Not only are you paying for the production costs, you also have to pay for the media space that will be showing your message (i.e. billboards, air time, print space, etc.). There is also the factor that it is slow. Traditional media is slow to leave an impression and slow to drive action. It’s also difficult to maintain the continuity. Think about it, a lot of commercials direct you to a website to make some kind of transaction. These commercials are relying on you disengaging from your TV, or whatever you’re doing, to look up what they just told you. Advertisers pay a lot of money for something that requires three or more touches to leave an impression, and that money could probably be better spent on other things.
Lead Generation gives you the ability to have the same control over your message as traditional media, but you can gather more information at the same time. You can learn more from your customer’s behavior based on how they interact with an email or a social post. You can gauge where they are in the purchasing cycle and segment them out. It’s like the rifle to traditional media’s shotgun approach.
In this brief overview, it becomes clear why digital marketing and, more specifically, lead generation are taking over the marketing budgets of 2015. It’s proven to work, and it’s response time mirrors that of the instantaneous digital environment we live in.