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Shounak Gupte
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Web development and SEO wizard.
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How to Boost Your Television Advertising with Digital Marketing

These days, it’s common practice to advertise solely on digital – but traditional marketing is a great tool to include in your marketing mix and can give great returns.

Combining the two can be a great way of capturing attention and packing a punch with a well-crafted campaign. What’s more, you can leverage the benefits of a multi-channel strategy by combining television ads with print, radio and digital. Rather than being mutually exclusive, traditional and digital advertising complement each other, creating a powerful campaign that drives sales.

The process from traditional ad to digital sale is smoother than ever

Put simply, traditional (‘above the line’) marketing is your first point of contact with a customer, establishing your point of difference and setting your brand’s tone. If they’re interested, they’ll then turn to their handheld devices or desktop computers to find out more information and potentially convert into paying customers. This is where your SEO, AdWords and website design come in – not only do these ‘below the line’ strategies capture people who only browse the web, but they provide compelling material for customers entering the second stage of your marketing funnel, after initiation via your TV ad is complete.

Track users with more targeted metrics

The downside to most traditional advertising is that it is nearly impossible to track the effectiveness. Sure, TV stations will be able to provide data as to how many screens your ad was shown, and you’ll be able to access the figures about your ad’s print circulation. These metrics just take into account exposure, though, and leave out some valuable information, such as who has actually made a purchase.

By combining digital as an inseparable part of your above the line marketing strategy, you’re able to track just how many sales are coming through as a result.

Ensure that every campaign and every medium – whether TV, radio or print – is equipped with a unique URL, then track the number of people who get to your site this way. Then, you’ll be able to see exactly who is clicking, and which source they’re from.

Use video ads to remarket your product to interested consumers

Let’s say someone saw your television or newspaper ad and visited your website but wasn’t yet ready to convert. When they click away from your page, you will need a way to remain in their minds. Remarketing via video channels provides you the perfect means to do this, reminding your audience who you are and driving them to the next purchasing stage.

Tap into AdWords and develop a YouTube video strategy that builds off your traditional advertising. You’ll be able to deliver a pre-video advertisement that displays to those who have visited your website before – this is likely going to be the people who saw your television advertisement.

This same nifty tactic can also be applied to Facebook, with in-feed video ads that stop the user in their tracks. Utilising the social network’s autoplay feature for video means you’ll be able to wow them with your visuals before they have a chance to scroll away.

Use the same imagery, tone and branding as you did in your above-the-line marketing and you’ll have a winning formula for retention, memorability and conversion optimisation – before their YouTube video has even begun.

Banner ads can be the ticket to loyal customers

Similar to the YouTube pre-video strategy, AdWords remarketing allows you to put your brand before interested consumers with a pride-of-place banner ad.

Once again, your on-brand ad will be displayed to people who have already seen your site, shuffling them along the funnel to increase the likelihood of conversions. Perhaps they have visited you and haven’t filled out the conversion form; in this case, send them back to where they left off. Or, maybe they’ve left their shopping cart before completing payment. Make sure they don’t forget about the outfit they left behind and remind them with a banner.

When they’re browsing the web on their own accord – even if the customer is not on your website itself – they’ll be presented with your banner, prompting them through to a specific landing page.

Instagram provides you a very visual way to capture attention

With multiple formats available, from photos to videos and even galleries, you’ll be able to pinpoint the perfect way to get their attention. If you have one stunning image, showcase that with a photo ad; otherwise, tell a visual story with a carousel gallery. Whichever option you choose, each ad comes packaged with a call to action button that directs users to your site.

By Shounak Gupte

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