•  
  •  

Mainstream advertising still a winning ingredient!

Written by Monica McInnes.

The most challenging thing about any marketing strategy is deciding what mix of communication channels are the best for your business.

Now, thanks to a report  commissioned by Australia Post, business owners can rest assured that mainstream advertising mediums are still alive and well in terms of effectiveness!

 

 

 Click here to view the full report.

 

The report findings are based on consumer research about how consumers engage with and think about advertising.

Overall the report shows that consumers embrace various channels for getting to know brands and to make informed decisions about products or services.

Here are the main key findings:

  • Most people, especially women, both working women and women with families who have a higher income (greater than $60K) are the most receptive to advertising.
  • The top five channels consumers find to be most effective for advertising are catalogues and flyers, TV advertising, press ads, radio ads, personalised direct mail, but ad spend isn’t reflective of these top five.
  • Existing customers view direct mail and email marketing as the two most useful channels through which to be kept informed.
  • When considering their options for switching and making a final decision, consumers consider websites and direct mail as the most useful channels.
  • People aren’t migrating from traditional media to online as previously thought.
  • Press and printed ads aren’t just for older people!
  • Catalogues and flyers are considered most effective by younger families, older families, and those doing home duties.
  • TV Advertising is considered most effective by younger families, youth and older professionals. Also, women like TV advertising because it’s entertaining, while men like it because it is easier to understand.
  • Press advertising is considered most effective by older professionals, older families and younger families.
  • Radio advertising is considered most effective by younger families, older professionals and younger professionals.
  • Personalised direct mail is considered most effective by younger families, those doing home duties and older families.
  • Men consider direct mail more trustworthy, relevant and believable than women do.
  • Email marketing is considered most effective by younger professionals, younger families and older professionals.
  • Retirees are more likely than any other segment to say email is effective because it’s often interesting and informative.
  • Outdoor advertising is considered most effective by youth, younger families and younger professionals.  
  • Social media advertising is considered most effective by youth, younger families, and younger professionals.  
  • Attributes making social media ineffective is that it is easier to ignore, less trustworthy and less believable.
  • Online display advertising is considered most effective by youth, younger professionals and younger families, but overall 54% of respondents said this form of advertising was ineffective.

So what does all this means for businesses?

  1. Get to know your core target market

    Find out what communication channel they use most, how they use it, why they use it, when they use it.

  2. Get to know your core target market

    Learn about what the main purpose of each communication channel and start to work out what channel works best for what target market.

  3. Determine your goals

    What is it you want to achieve with your marketing, both overall and for each campaign?

  4. Target your messages

    Develop your messages for each target market and channel carefully to ensure they are seen and heard – this is what makes marketing effective!

Overall a multichannel mix will work best for most businesses, but just remember you don’t need to include all the channels to have a successful marketing strategy!

 

 

Contact Us

We'd really love to hear from you so why not drop us an email and we'll get back to you as soon as we can.