Our Insights

Why an Integrated Approach to Advertising Works Better

March 2, 2017
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By Aurelia Lewis

Sometimes you read an article that rings true with so much of what you believe in that you actually have to eyeball the byline to make sure you didn’t write it.

This was the case recently, as I pored over a Forbes.com article, “To Keep A Consumer Brand Top Of Mind, Consider Old-School Advertising,” contributed by Bain Insights.

I love this article. We love this article. And we thank Bain for doing the research and putting it out there. Rather than sharing a summary, here is a snippet that provides the gist of it:

“Digital media is great for reaching a specific set of consumers with targeted messages quickly, efficiently and at a lower cost. But new Bain & Company research has determined that it is far less effective than traditional media in getting consumers to recall, that is, bring back to mind, an advertisement for a well-established fast-moving consumer goods product and may not be enough to increase their interest in purchasing the product.”

This echoes pretty much all of our new business conversations. Digital media has a purpose. Traditional media has a purpose. On their own, the impact of each can be limited. But with their powers combined — what we call an integrated media approach — the result will be much more impactful.

We understand this isn’t always easy. Clients have budgets. And small clients understandably have smaller budgets. In this case, we often initially push clients toward digital to create a little traction and hit their target demos, and then combine a traditional channel or channels, such as print, radio or TV, to gain unforgettable exposure —exponentially increasing their campaign’s effectiveness.

You can be sure that the next time we sit down at the table with a potential new client, or an existing client looking to increase their media presence, this Forbes article will be in our back pocket.

In the meantime, if you’re looking to optimize your media mix, I’d love the chance to talk to you about it. You can reach me at (804) 741-7115 or by email.

Aurelia Lewis