We’ve had a lot of questions about mainstream media versus digital media and why to do one over the other. We’ve also been asked how to quantify a media buy.
I recently sat down with Tanya Babinski of Cox Media Group. Tanya is a highly successful senior account executive with CMG and was happy to share her insights and what she sees as the major reasons to believe in mainstream media, and why. Please access that recording here.
A great place to start is with some statistics
According to ZenithOptimedia, consumers spend an average of 495 minutes per day with media. That’s over 7.5 hours as of 2021.
It’s interesting to note that although the ways in which media is consumed are changing, Americans still spend around 347 minutes per day with traditional media along with 470 minutes of digital media.
Tanya shared this information with us. I found it interesting that television is still #1 followed by the internet and social media.
What all this means for B2B and B2C marketing, is that there’s power in aligning with a strong brand in mainstream media. They are influencers that can help drive brand awareness and lead generation.
Recognizing that Media has evolved too
You not only are now able to reap the benefits of their brand and reach, you can also manage where the traffic is directed. You want this to come to you, via their resources and land on a specific location. Utilize your CRM to capture, follow up, and engage with your prospects.
Begin with:
- Defining your goals (cost, revenue goal, lead goal)
- Sharing with the media outlet and let them share how their brand can support your goals
- Building your strategy (Why would someone want to access your services? How can you best help them? What is the solution you’re providing?)
- Having a solid CTA (call to action)
- Utilizing your CRM (customer relations management) platform
- Driving to a specific location landing page
- Watching your analytics for changes you may need to make
- Thinking outside the box
If you have any questions, please feel free to reach out to KBK. We’re happy to help.
