More people are spending time online and watching TV than ever before. In fact, at the start of the COVID-19 pandemic, the viewership of connected TV increased by 81%. People are still staying connected more than they've ever been, even as the world begins to transition back to a sense of normality. People want to remain entertained and divert their attention from the stresses that many are experiencing.
Through your marketing, your business can benefit by using both TV and digital platforms combined. With the right campaign, you can inform, update, and entertain your audience and gain their trust. With a combination of TV and digital marketing, you'll be able to develop effective, far-reaching campaigns that position your business as an industry leader.
Why It's Important to Integrate Your Efforts
There are multiple reasons why you should use integrated marketing efforts.
Amplify Your Reach
One of the main benefits of using both digital marketing and TV is the ability to extend your reach to both audiences. Some audiences may only stick to one platform and spend less or no time on the other. Both channels can enable you to connect with millions of people, so using them together can give you the chance to double your reach potentially.
Ability to Create Different Types of Content
You can also create different content types, including everything from TV commercials and OTT ads to blog posts, digital ads, and email campaigns. All of this content can help you connect with the right audience at the right time, giving them the content they need to make an informed buying decision.
Lead Consumers from One Platform to Another
By combining your marketing efforts, you can lead consumers to learn more about your brand through multiple platforms. For instance, you could encourage people to visit your website from a TV commercial or get them to sign up for your email list, enabling you to use email campaigns to connect with them.
Digital Marketing Helps Add More Touchpoints to TV
In addition to a phone number to directly contact your business, using digital marketing and TV allows you to create more touchpoints. You could display a website address, including a link to a specific page. With more touchpoints, people will be more likely to enter and travel through the sales funnel to a sale.
Your TV Ads Can Help with Credibility of Digital Marketing
Consumers generally tend to trust businesses that appear on TV over ones that only have an online presence. Using both digital and TV ads, you'll be able to lend a level of credibility to your brand that you may not benefit from otherwise.
How to Integrate Your Marketing
If you want to benefit from integrated marketing efforts, you will need to develop an effective campaign that combines TV and digital platforms. The following are some ways to help you get started.
You can use your social media channels to repurpose TV content that is compatible with social media, or you could use social engagement to test the performance of that content before putting it on TV. Through social engagement, people are likely to respond faster than they would to TV ads, which can give you clear insight into how people perceive your ads and brand.
In the process, you can gauge which content performs the best among your target audience. Social is also great for emphasizing the important message you would like to get across via TV ads.
You'll have the chance to follow up with your audiences by using targeted email marketing content that resonates. You can use email to send updates and make sure your customers know about your business. Whether you're making changes to safety precautions or want to inform people about a significant update to offerings or a partnership, email can be a great channel to notify audiences.
Working with a media company, you'll have the ability to expand your reach and better understand which emails will work best. The right partner will give you access to their email system and expertise to establish a strong connection through best practices.
Over-the-top (OTT) advertising is another great way to reach consumers. Online streaming and OTT ads enable you to reach people on the platforms they use to watch on-demand movies and TV shows. You can easily repurpose TV commercials for OTT, giving you the ability to reuse existing creative by simply reformatting and optimizing it. OTT ads also have the potential to be more targeted than TV ads, as you can select the specific type of content your audience is most likely to watch and the times when they're likely to be watching.
With digital marketing, you can retarget audiences using ads that appear on desktop computers, tablets, and mobile devices. Digital marketing is excellent for serving as a follow-up from TV commercials, reminding audiences of your TV ads and ultimately getting them to take the desired action. By combining your marketing efforts with digital and TV together, you can get better results from both.
It's now more important than ever to use integrated marketing efforts to connect with audiences. People are currently consuming more digital and TV content, streaming more OTT videos and using social media platforms more frequently. Through the combination of TV and digital marketing efforts, you'll be able to make sure your brand reaches those audiences. With the right media partner by your side, you can get a better idea of which types of content will perform best and determine how to reach your target audience.