Advertising Choices Are Plentiful

It seems that this is today’s dilemma. Most traditional media have stuck around while there are many new kids on the block in the last twenty years. People in general are living longer and so older more mature media are staying very strong in the younger and newer digital worlds. On top of that, many media are now hybrids of both eras.

So as a business, what do you do? Most businesses, even the largest, can’t afford to really own all media, so choices must be made. In many cases it’s what has worked for you best, to date. That being said, you should leave room in your budget for exploring alternative advertising options. These could be traditional media you have never tried, or newer media that have come along since you have been in business. Possibly this new vehicle on its own, can deliver, and possibly the combination with traditional media would make the traditional media work even better.

As always it comes down to knowing your customer. They will lead you to where you should spend your budget. Unless you are expanding into new products and services, and you need to look at a completely different audience, staying with what works will be the less risky way to go.

My suggestion is to always be updating yourself on the latest media and its value against your customer base. Possibly your media choices can be made up of two to three regular methods that always work, combined with one or two new approaches. Evaluate the new approaches as soon as they are implemented to make sure you are net spending dollars in the wrong places. If you see fit, replace one of the new media with another new media to give that platform a chance to make you more successful.

What are your challenges when it comes to choosing which advertising vehicles to use for your business? I look forward to hearing your comments. Until next time...