We met with a non-profit last week in our office who have developed an incredible following on Facebook. However, their approved budget only has line items for television and radio advertisements as their overall marketing budget. This is an issue with many non-profits… directors are a bit complicit as they direct budgets based on grants that have been around for decades.
It’s not that we’re poo-pooing television and radio (we do a segment on radio), it’s just that they’re expensive mediums that need to be properly deployed as part of an overall marketing mix. Digital media offers low-cost, high yield opportunities – especially with non-profit organizations where the employees and customers are so passionate. Online media offers the opportunity for you to spark the fire, and your fans and followers to spread it. It’s truly unlike any traditional source.
When the average person is exposed to 3,000 advertising messages a day, you want to make sure that your advertising vehicle will get you to the target that you want. The Internet’s ease of access has created a large search gateway for customer’s needing your product or service. Upon balancing the prices of Internet advertising with its benefits, it’s easy to see why this is not a market to ignore.
The quote above and the infographic below from the Advice Interactive Group is a comprehensive look at the growth of digital marketing over time with respect to traditional media.
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My insight is that these days more and more people are using the internet and less people are using television and radio. The internet is seen by consumers to be easier and more direct than television and radio. However this effects marketers that pay for advertising on television and on the radio because each day the audience they are creating these advertisements for are getting smaller and smaller and starting to be a waste of money. This is why more advertising are starting to be seen on the internet, advertisements are increasing on popular used sites such as Youtube and Facebook and its not a suprise since it costs less and is more actively used.