Today, more and more people are both watching TV and going online than ever as they're spending more time at home. While you can reach millions of people with digital advertising alone, there are around 120.6 million TV households in the U.S. that make this platform worth adding to the mix. Add to that the fact that most TV viewers also browse online simultaneously, and you have every reason for combining TV and digital marketing efforts.
If you want to keep your audience consistently updated, informed, and entertained, streamlining your marketing with multiple platforms is the key to staying connected.
Key Facts About Combining TV and Digital
With integrated marketing efforts behind your business, you can effectively use all of the media your audiences connect with to promote your brand and offerings. Streamlining your marketing can come with several advantages for both your business and your customers.
1. Amplify your reach
Using several platforms at once, including digital and TV, you can maximize your reach and connect with more people than you would be able to with a solitary platform. You may also be able to connect your TV advertising efforts to your digital marketing, leading TV viewers to visit your website. Meanwhile, your digital ads can lead people to recognize your brand when they see it on TV.
2. Ability to create different types of content
Although your messaging might be the same to maintain consistency, using TV and digital advertising in a single campaign can enable you to use multiple kinds of content. From blog posts, social media posts, and digital ads that appear online to emotionally connective TV commercials, you can take advantage of all content forms.
3. Leads consumers from one platform to another
Using both TV and digital together also allows you to connect these platforms. For instance, people seeing your commercials may see a link to your website and learn more about you while watching TV, right from their phones. At the same time, your digital marketing efforts can lead people to instantly recognize your business in a TV commercial, building trust.
4. Helps add more touchpoints along the customer journey
Customers often need to encounter multiple touchpoints before making a buying decision. This is particularly true if they're new to your offerings and aren't sure if they're worth the purchase. Using television and digital marketing can add several key touchpoints that lead people down the sales funnel and win them over.
5. Increases trust and credibility
People who see your ads on TV are likely to perceive your brand as more trustworthy and credible than a business that merely appears online. A well-produced TV commercial that appears on a local station can indicate that your business is legitimate and a part of the community.
Tips for Integrating Your Marketing
When integrating your marketing, there are several ways to go about it. In some cases, you might try one or two platforms, while in others, you may want to create a complete campaign that uses all of them to some extent.
You can use social media platforms to repurpose your TV ads or A/B test your content before airing it. You can also pair your brand alongside a media partner for increased social media engagement. When properly used, social media can further emphasize the important messaging you're trying to get across on TV, complementing your commercials.
Be sure to follow up with your target audience through targeted email marketing campaigns. Through your emails, you can send out updates regarding your business and offerings, letting your customers know what's going on with your business.
A media company can help you get the most from your email marketing campaigns in several ways. The right partner will give you access to their email system along with expertise on how to reach your audiences through best practices.
It's also possible to repurpose TV ads for over-the-top (OTT) streaming services. On platforms like Hulu, Peacock, YouTube, and other video streaming services, you can extend your reach beyond traditional TV viewers. In your OTT ads, add strong CTAs that enable your audiences to take action directly from the ad.
Use digital marketing to retarget your TV audiences with responsive digital ads for mobile, desktop, and tablets. In the process, you'll be able to use digital marketing as a follow-up from TV ads to build recognition and trust among your audiences.
Use a Fully Integrated Marketing Campaign to Connect with All Audiences
It's essential to integrate your marketing today, with a growing number of people watching TV and OTT services and using social media. Working with a media partner can help you combine your digital and TV advertising efforts in a comprehensive campaign, giving you access to more contacts and helping you plan your campaigns. By using all platforms available to promote your brand, you can more effectively connect with audiences and encourage them to turn to you over competitors.