Do you think expensive multicolour paper ads delivered to every house in a geographical area are effective? They must have some real or perceived ROI or they wouldn’t be used, right? Or maybe they are still used because the people who decide to use them are old school and afraid to try new things? Who knows, really. The problem with this type of advertising is that we don’t really know for sure what impact it has – results are hard to measure.
My mailbox is two feet away from the recycling bin – this is exactly where 100% of this advertising goes in my household. They call it junk mail for a reason – I don’t even look through it before dropping it into the bin. Seems like an incredible waste of money to me.
Compare this to digital advertising where you can specifically target exactly who sees your ad and pay for the impressions or engagement you want. You can track what your target audience does with the ad – do they click through to your website? If they do, how long to they spend there? What pages do they look at? Did they sign up to your e-newsletter or do whatever else you may have asked them to do?
Digital advertising is relatively inexpensive. You can make changes to your ads in real time if you are not seeing the results you are looking for. You can have specific ads for specific audiences and test different strategies by running ads simultaneously and refine those strategies until you hit the sweet spot.
If you have thus far been afraid to step into the digital space, I encourage you to give it a try – you will be amazed with its effectiveness.
We’ve seen incredible results for our clients through targeted social media advertising on multiple platforms – junk mail can’t give you that data or those results.
-Peter Pilarski, CIPR Vice President