Ad Dollars Drop, Boosts Transpromo Value
By Denise Davert, Elixir
Traditional and even online advertising is down according to a recent eMarketer Digital Intelligence publication.
Advertising results are now being monitored more than ever and the one thing that most ads have in common (today) is they’re still not particularly targeted. Even the online marketing campaigns are focusing on group demographics. Other more traditional methods such as magazines, television, radio, and the Sunday paper, have a ways to go before they’re fully targeted.
The challenge today is the combination of a reduced marketing budget and the set expectations of the campaigns themselves. As we see from eMarketer and others, programs that fail to provide results will be cut.
The less relevant the communication, the more likely it is for you to lose the audience to future promotions. Promotions or communications of any type that are not targeted are categorized as a waste of time. Emails get flagged as spam and direct mail is shredded before it’s opened.
What does this mean to transpromo?
Transpromo (done right) provides the opportunity to step outside the demographic box and solve two important issues:
- truly target the recipient as an individual
- avoids extra advertising costs related to current customers
If the most you can act on is a person’s ZIP code or interest in sports then you’re limited in how targeted your message can be. However, specific data on these same people allows you to target them at a much more detailed level and you can still combine that in-depth data with higher level information such as their demographic.
The economy has no doubt brought extreme focus to every dollar being spent in companies today. This extra level of forced marketing measurement could ultimately change the way may companies market and sell.
The result: White (as in transpromo on paper) could be the new Black!
Sit back and watch this Flash presentation of a transpromo solution from Elixir!