By Chad D. Lerch | Owner, Digi Marketing Pros
If you’re looking at your third- and fourth-quarter marketing budget, and you want to get the most bang for your buck, consider this: for the first time ever, advertising on the web exceeds broadcast television.
Why are successful companies shifting their advertising budgets to the internet over the so-called Big 3 Networks? The reasons are many: DVRs allow users to fast forward through expensive TV ads; fewer people are watching network programming; more eyeballs are on the web for longer, more concentrated periods; and on and on…
The bottom line is this: web marketing works. Companies that are focusing on Pay Per Click advertising, email marketing, social engagement, and re-targeting campaigns with Adwords or AdRoll, are seeing significant increases in ROI. In most cases, multi-channel web marketing is far less expensive than traditional options like broadcast TV, and it’s more successful.
If a customer visits your e-commerce website today, you can follow that customer around the web with targeted ads with incentives to come back and make a purchase, thanks to cookie-enabled tracking. You can’t do that with a 20-second TV spot. Even more attractive is the fact that you don’t pay for those web-based re-targeting ads unless someone clicks your ads. So you’re increasing brand awareness every time someone sees your ad, but you don’t get charged unless they click it.
Published reports reveal digital advertising sales in 2013 were up 17 percent–a whopping all-time high of $42.8 billion with a ‘b’. Meanwhile, broadcast TV’s revenue reached $40.1 billion in 2013.
When you factor in premium channels, TV remains the lead dog. But the pendulum is swinging in the direction of web marketing, most likely for good. If your competitors are in the digital marketing game, are you falling behind?
The answer is a resounding YES.