Today’s guest post in our integration series in one from somebody who knows a lot more about trends and developments than most of us together, because at Hitwise Experian James Murray must see many many stats who tell him what is going on. He takes part of that knowledge to talk about the right blend of success.
Marketers have been talking about a channel shift in advertising for years now. In September 2009 the Internet Advertising Bureau (IAB) announced the UK as the first major economy where digital advertising spend had superseded TV advertising spend. In some cases this has led to a complete switch of focus towards online advertising at the exclusion of all other channels. I’ve always seen this as a flawed strategy, as truly successful advertising increasingly relies on a blend of integrated marketing channels that complement and enhance one another.
Integrated marketing needn’t be a complicated affair. At the basic end of the scale, distributing existing video content online has the effect of extending the reach of a TV campaign and provides a simple way to bring the content to new audiences. Office supplies chain Viking Direct for example increased its online traffic six-fold by hosting its video advert on YouTube. At the peak of traffic, Viking Direct was receiving nearly four times as many UK web visits as its closest competitor Staples, demonstrating how powerful even a modest foray into online video can be. (more…)