Once upon a time, placing TV advertising was easy. Well, when I say easy you still had to understand your target audience decide on the right channel to display your advertising and make sure your ad was appropriate to your target audience.
Then along came cable and satellite television. Suddenly there were now hundreds of stations that people could watch and this fragmented consumer watching habits making it more difficult to decide where to place your advertising. It used to be like that or at least a little bit like that for digital. This was especially true when Google became the dominant search engine. Then along came Amazon; it was pretty easy, really to split your investment money.
Now there are so many digital touchpoints such as Google, Bing, Facebook, Amazon, Wayfair, Walmart, Instagram, Twitter, TikTok, Snapchat, Telegram, Medium, Reddit. Well, I think you get it.
This is further complicated because users have entirely different expectations from each platform. Certainly, from my own experience if I’m looking at TikTok my expectations of the content is very different than when I’m on Facebook. Therefore, figuring out how to spread your investment dollars, pounds or euros can be perplexing.
At Highlands, we believe in tailored content for each platform and a holistic and consistent approach to your marketing investment. Ultimately, we’re trying to get the best bang for your buck to address the target audience that you seek.
If you’d like to discuss how Highlands can help with your digital marketing in these increasingly complex times please feel free to reach out at any time.
Gordon Christiansen Partner of Highlands