“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.”
– Mark Twain

Thanks to technology, media types are merging together. Television programming is delivered digitally in a host of different ways. Once printed publications are now online and shared via social media. Direct mail carries messages customized based on data from different household addresses.

This merge is called Convergence, and it is hands-down the most disruptive trend in the advertising and marketing industry today, generating big budget shifts for agencies and their clients. For example, eMarketer predicts that by 2018, digital video ad spending will increase 65% to a total of $12.82B.

Convergence also makes it difficult to distinguish between one media outlet and the next. Most visibly, television and digital video, which are starting to appear and act similarly. This one has the greatest current impact, certainly, but it’s just one small piece to the puzzle. Advertising inventory and tools are all evolving towards performing similar functions. What’s right for you and your dealership today may not be right tomorrow.

So what can you do to leverage media convergence to your advantage and maximize your ROI? Here are a few recommendations from CRG Auto:

• Traditional TV is still the most effective media in reaching KPIs, (key performance indicators) and should represent a sizable piece of your media mix. However, consider complementing TV’s mass reach with a more targeted one, such as a hyperlocal digital campaign focused on search and social.
• 87% of viewers use a second screen while watching traditional TV. (Smartphones, tablets, etc.) Adding campaign coordinated website components will create a seamless user experience and increase ad retention. Apply the same elements to search and social, as many of those second screens are tuned in to social media.
• Data is absolutely essential when it comes to determining the effectiveness of your marketing efforts. Make sure all your advertising channels are set up properly within your analytics tools, review the data frequently, and adjust your media strategy as needed.
• Don’t forget, storytelling is KING!!! As media types converge, consumers want to avoid a flood of ads. (Remember, people don’t pay attention to advertising, they pay attention to what is relevant or interesting to them.) So rather than blasting them with the same thing over and over again, employ a strategy and tailor your creative, ever so slightly, for each media. With a plan in hand, small tweaks can make a big difference, leveraging each channel’s strengths for a seamless story.

Trends are key. Know what they are and which can be applied to you and your business. Gain access to as much data as you can, reliable data, and connect with people who can help you to interpret it. The more you know, the easier it is to decide which channels to use and, more importantly, which not to use.

Want to learn more on how to maximize this type of strategic thinking to achieve a greater ROI? Just give me a call today… You Dummy!

Charlie Rasak