It's a blog about advertising, marketing and communication for business from our business Insight Advertising, Marketing & Communications. How about that...
Last week we were visiting with a young marketer from a well known business in Des Moines who told us, "We're pulling all of our traditional advertising in favor of search engine optimization (SEO) and search engine marketing (SEM)." That's right. No television, radio, print, billboards...nada. Going all digital.
Great Idea or Train Wreck?
While we love SEO and SEM we also believe that putting all your eggs in one basket is a train wreck in the making. Why?
Because pulling everything from traditional media leaves your existing customers lost. While we would all like to believe that every consumer is sitting down in front of a PC, tablet or smart-phone surfing the world for stuff they need/want...it isn't reality.
We would have advised, had they asked, a complete review of what traditional media the company has been using and what media outlets fit their specific demographic. Cut out what does not fit and then use those marketing dollars to work the SEO/SEM side of the business. That way you don't lose the top of mind awareness of your existing customer or the "almost customer" who needs the priming to make a buy.