Every company has a limited advertising budget, which is why it’s important that your branding dollars are spent only on the marketing methods that will bring you the best ROI.
The vast majority of modern day companies still use fairly old and less effective branding methods. The following is a quick comparison chart to demonstrate the differences in return on investment.
How the Branding Methods Compare
Television Ads:
- Very expensive up front cost.
- Limited replay ability.
- No long term impact for budget.
- Limited attention
- Can be skipped with DVR and On Demand services.
Radio Ads:
- Expensive up front cost.
- Regularly get switched off.
- No tracking ability.
- No replay ability.
- No visual memory.
- No specific targeted audience.
- No long term impact for dollars spent.
Billboard Ads:
- Somewhat expensive monthly cost.
- Little information visible.
- Very short attention.
- No targeted audience.
- No way to create immediate sale.
- Information, like phone number, still need to be found again.
Newspaper Ads:
- Cost has risen despite readership decreasing.
- Easily destroyed.
- Very small markets.
- Few color options.
- Daily cost needed for long term impact.
- Unable to reach non-newspaper reading audience.
Online Branding/Content Marketing
- Any size budget can have an impact.
- Investment lasts forever. No deletion of content.
- Easy to target potential customers.
- Clients find you, instead of you reaching them.
- All customers can turn into sale
- High engagement and potential to reach thousands of customers.
Comparing these methods quite frankly isn’t even that close. While there is value to running advertisements in other arenas, and certainly if you have the budget for it you should do it, but at the very least you need to have some budget for online marketing, since online marketing has the greatest ROI, and the least wasted dollars.
