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Want to Reach More Buyers? A Multi-Media Advertising Approach is the Key

pkoeppel | 15 November, 2006 09:08

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Twenty years ago, an advertiser could run an ad for a product or service on any one of the three television networks in existence and reach a large segment of the population. Today, with the multitude of media options available, advertisers must be savvier if they want to hit their target market. Thanks to the proliferation of niche cable television networks, the Internet, iPods, satellite TV and radio, video games and a host of other media options, advertising to your target market is more difficult than ever before. That is why smart marketers are now using a multi-media direct marketing approach to leverage their advertising dollars and reach more potential buyers.

What is multi-media direct marketing? It means that you are utilizing an integrated media buying strategy for TV, online, print, and radio and tracking the performance of each medium. The fact is that multiple mediums helps you maximize your profit from direct response advertising, because you are combining all the available media options and tracking response, in order to determine which medium will be most effective for you. Depending on your product offering, you may find that TV and online ads work best, for example, or that print and radio is the way to go. Such an approach enables you to take advantage of new mediums you may never have considered, which in today's rapidly changing media environment are essential for reaching your target audience.

Peter Koeppel is Founder and President of Koeppel Direct


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