TV, Radio, and Print Marketing – Use Them Effectively in 2023

TV, radio, and print marketing has come a long way in the age of streaming platforms, podcasts, and social videos. These types of platforms and marketing present more viewing and listening options, which has expanded the ways businesses get their marketing message out to the public. If anything, TV, radio, and print marketing is fully alive and well, and now there are far more ways to reach and target your audience.

Did you know in 2020, 65+ million dollars was spent on television commercials alone? This includes cable, OTT (over the top), local broadcast stations, streaming services, and the like, proving that new technology and the internet has more than expanded the viability of TV advertising. This form of advertising has consistently, for many years, remained the most effective way to put your brand in front of your target audience. The top spender in TV and Radio advertising is still the retail industry. With the introduction of eCommerce retailers like Amazon, the percentage of TV ad spend has made a significant jump. Consider how many ads you have seen recently for Amazon, Chewy, Instacart, Imperfect Foods, Door Dash, financial planners, or lawyers, and it is easy to conclude that TV, radio, and print marketing is essential.

As advertisers shift from buying media based on demographics to so-called ‘audience buying’, which uses data to target specific life groups like auto intenders or households that use a lot of laundry detergent, they often end up being deficient on audience reach. “You need to reach new people to keep your business growing, for someone to be the future customer,” says Diana Anderson, Senior VP, Group Director, National Audio and Local Digital Activation at dentsu Media. “Radio is a really good complement to your digital strategy, because we’re getting the mass reach that you need at a very efficient pricing. That’s why I try to sell radio in.” The same count be said for print as well. One reason TV remains a cornerstone of ad buys, despite its declining reach, is many marketers believe they need sight, sound, and motion all together to effectively market to consumers. To compensate for its lack of visuals, audio needs to lean more heavily on creativity, Anderson said. Audio also has an advantage when it comes to engagement, she added. People listening to audio are “paying more attention” compared to TV, where the viewer may be splitting their attention with concurrent social media usage. Digital marketing however compliments SEO where TV, radio, and print marketing are not as trackable against sales and traffic.

Working with a full-service company like REAL Moxie makes cross-media TV, radio, and print marketing accessible to even the smallest mom & pop shops. Our team of content writers, voice and acting talent, and videographers can create ads that appeal to your potential customers, and we leverage our marketing agency buying power to get you the most bang for your buck. We do the research and negotiate the best rates so you can remain focused on your business. The key to a successful ad campaign is choosing advertising spaces, platforms, and times that appeal to a potentially responsive audience. Traditional terrestrial and cable TV & radio advertising increases brand awareness over broader demographics but lacks the targeting and data tracking available through digital streaming. Digital advertising on streaming platforms allows you to target a specific potential consumer base, track phone, and website traffic, monitor social media engagement, and adjust, in real-time to increase effectiveness. Tracking results at this level allows you the most accurate measure of your return on investment. Each station and platform offers access to different demographics, and your potential customers have specific watching and listening habits. Once you have set your advertising budget, REAL Moxie will create a cost-effective cross-media strategy utilizing TV, radio, and print marketing designed to reach your target consumer with your message when they are engaged and most likely to respond. This kind of research-based targeting ensures you don’t waste your precious advertising dollars.

Instead of dying out, TV, radio, and print marketing has evolved. When you are ready to create an effective marketing strategy, contact REAL Moxie, LLC. To learn more about your cross-media marketing options, call 816-348-3739 or click here to schedule your FREE consultation.