How does a marketer, advertiser, or product pusher in general make their money? The answer might seem obvious. By achieving goals and increasing the sales of products and services of course. But some products are doomed to failure, and others need a lot of ingenuity and management to make successful. Since the competition is fierce, [...]
How does a marketer, advertiser, or product pusher in general make their money? The answer might seem obvious. By achieving goals and increasing the sales of products and services of course. But some products are doomed to failure, and others need a lot of ingenuity and management to make successful. Since the competition is fierce, increasing sales and achieving goals is harder than it seems.
So much of the focus of marketers goes to demographics, at whom the product is aimed when conceived or repositioned. Demographics have proven to be a reliable indicator of the potential for products and services, and the best advertising outlets have stacks of demographics data to lure ever-coveted marketing dollars.
While demographics dominate, particularly across national media, for localized marketing, Geographics are just as important. Certain demographics (young, affluent, light prime time viewers, for example) are notoriously difficult to reach in traditional media.
For location-specific products and services, DOOH (digital out of home) may be the best possible bet. Online can geo-target ads, and local newspapers (unfortunately finding hard times) provide classifieds on the cheap, but they are relying on the these content vehicles to deliver their message and the content might not always be relevant.
A place, however, is always relevant. One of the first thing a marketer should do when isolating his or her plan and the opportunities before them, is to find out who is the most likely person to buy a product. This is usually accomplished through demographic study. But immediately, a marketer must also consider WHEN and WHERE these people are the most likely to make a buying decision.
The vast majority of things are still bought out of the home, and this is where DOOH can provide a surgical tool to reaching, as rVue has coined it, a consumer “mindset.” By thinking, “where is my target most likely to decide or purchase my product?” marketers can improve the value of their marketing budgets considerably.
One important aspect of digital out of home to look at is the time of day. A lot of advertising media don’t really take this into account (except TV), but DOOH can isolate the timing of campaigns to run fewer ads in a limited time frame to maximize the impact. Finding when your target is doing the things they do and reaching them when they are most impressionable takes those ad dollars a long way.
Some examples are no-brainers, like advertising floss at a dentist’s office (there is no time when I feel the need to buy floss more than right after the dentist), but other options are just as clean-cut. If you are standing on a hot train platform in the middle of August and you see an ad for a freezing cold bottled water, you would probably want it.
Going through the motions that a target consumer accomplishes in a day, or as SeeSaw Networks refers, “life-pattern marketing,” might actually make a big difference in how marketing budgets are spent.
Tony Hymes is the Editor of the Digital Out Of Home industry website DOOH.com. He produces introductory videos of the companies working across the space from digital signage hardware providers to content companies, DOOH networks, consultants, and software groups. Tony Hymes writes extensively about the strategies behind DOOH advertising, digital signage networks and deployments, and customer engagement trends.