Well it happened. After 10 years of putting out what many have called “some of the most cringeworthy Super Bowl spots in the history of the Big Game,” GoDaddy has decided to forego appearing in this year’s broadcast.
Why would a national brand pull out of advertising’s biggest event of the year? A rep from the registrar and hosting giant said the decision is part of an ongoing shift away from "high-level domestic brand awareness to a more personalized, data-driven marketing approach." GoDaddy recently appointed Omnicom’s TBWA to spearhead its worldwide marketing strategy that will now focus less on brand awareness and more on targeted marketing.
What Can You Learn From Godaddy?
It’s always a good idea to look at the methods and tactics you’ve used in the past to see if they are aligning with your current marketing objectives. If not, time to rethink things and change your approach.
With this in mind, here are some timeless advertising channels to consider for the coming year:
Many advertisers feel that direct marketing offers the biggest ROI of any channel. This is because your message reaches each recipient in a highly personalized way. While the ROI is strong, be warned that the initial investment can be steep. If you’re on a shoestring budget, this may not be an option for you right now, but if you have the funds to allocate, this may be the most effective way of reaching your audience.
Many smaller local businesses think they can’t afford the reach of television ads. While this may have been true 15 years ago, the explosion in cable television stations and programming has made it incredibly affordable for businesses of all sizes to leverage this powerfully engaging medium.
Radio has proven itself as a highly effective medium for generating brand awareness for businesses of all sizes in a variety of geographical markets. For smaller, local business, the key to successful buys is negotiating exactly what you want based on your target audience, budget, and the station’s ratings. If you’re interested in trying radio this year, it’s best to work with a skilled media buyer who excels in negotiation tactics.
Out of Home (OOH)
OOH has evolved significantly over the past decade to include digital displays, placed-based media, transit and cinema. Gone are the days of humongous static billboards. Today’s consumers demand far more engagement, and thanks to significant innovations, OOH offers brands a way to reach their audience in a memorable way.
Print advertising is going strong, despite some Internet enthusiasts’ claims. Print offers something no other medium does, and that is a tactile experience. When it comes to consumer engagement, nothing beats print. In fact, a 2013 study by Nielsen found that “newspaper print ads get noticed more than all other media and drive the highest purchase intent. And, newspaper media also demonstrated the highest level of engagement.”
Email marketing is a cost-effective way to gain new customers as well as nurture existing customer relationships. This channels allows marketers to segment their audience so they ensure their message is always relevant and optimized. The key to successful e-mail marketing is to offer valuable information that sets you apart as an industry leader.
Social Media Marketing
Just because you have a Facebook page or LinkedIn account doesn’t mean you are leveraging the full power of social media marketing. It’s not enough to have a presence, you’ve also got to have a plan. Unlike other forms of advertising that generate awareness or interest, social media marketing is an actual living, breathing conversation with your audience. When done right, social media marketing can be pure gold.
2016 is almost upon us. Now’s the time to take an honest look at your marketing efforts for the past year to see if they’ve paid off. If not, take a cue from GoDaddy and try something new.
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