Someone brought an article to my attention this week where the author claimed the only place you should be spending your advertising dollars is on Facebook or Instagram.
Now, I don’t really know this person, I don’t know his stuff, but I think his idea is patently stupid.
Just looking at one client we’ve got, they’ve doubled their money over last year, and that’s just using Google Search ads.
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There are a lot of other platforms to advertise on.
This guy absolutely crucifies television advertising and claims the only time you should use it is on the Super Bowl (sound advice if you have a few million to drop on a few seconds of screen time).
This is also ridiculous because a lot of big brands have evolved using the power of television marketing. Their offline presence is so dominant it only makes sense to advertise where their recognition is.
For example, take a look at Bunnings. They’re almost a monopoly, like a Home Depot. They’ve got a very small presence online, and they basically do print, television, and radio.
Now, everything basic still applies. You’ve got to have a great user experience, a fantastic customer experience. If someone comes into your store, that’s the equivalent of someone clicking on a link. They’ve got to be taken care of as quickly as possible.
The whole idea is to do your marketing where your customer base is. If you’re advertising to people who rarely go online, it makes no sense to spend your ad budget on Facebook. Work on that radio ad, use the newspapers, or try television. Stick with your customers, wherever they spend their time looking for bargains.
This article originally published on stewartmedia.com.au.