Contractors: Better Consumer Targeting for Less Cost with BrandBlasterMonday, January 28th, 2019
In 2009, Blockbuster released a study explaining they could survive the Netflix uprising because people like to “physically open the video case” and they “enjoy browsing for snacks in line at [our] stores.”
We have seen time and time again, from Blockbuster to Toys-R-Us to Sears, that being behind the curve in the digital age can be lethal. This is especially true in the small-business, home-services industry, where finite budgets and an ever-increasing demand for new leads can lead to you missing the boat.
So Where Is That Boat Heading In 2019?
To know that, we have to reflect on 2018, which we’ll unofficially dub “The Year of the Cord Cutter.”
- Cord cutting, or consumers who canceled their traditional pay-TV service, will rise nearly 33% in 2018, amounting to 33 million adults, according to researcher eMarketer, up from 24.9 million adults in 2017.
- This number is expected to rise even further in 2019, by 18.9%.
- Digital spend went up 18.7% to $107.3 billion annually. This is expected to rise by nearly another $20 billion in 2019 according to eMarketer.
- Digital now makes up 51% of US ad spending, according to ad forecaster Magna. https://magnaglobal.com/magna-advertising-forecasts-fall-update-executive-summary/
These trends have us believe that traditional television and radio will become less effective. Of course, this statement comes with a caveat in the shape of your individual service area. Every market is different. For some, TV and radio are a tremendous source of leads. For others, the platforms are used to lift brand recognition. Across more than 300 contractors, the Treehouse Internet Group has seen the stagnation of branded leads from these traditional sources. So, what do these trends mean for you?
Strike a Balance Between Traditional Marketing and Digital Advertising Channels
If nothing more, the numbers stand as a flashing neon sign reminding you to always be where your customers are. There are often only two types of marketers: those with the propensity to run head first at the newest, fanciest source of advertising, and those who plant themselves, rooted like a stoic advertising purist in a pool of traditional channels. As 2019 approaches, it will be more important than ever to strike a balance between the two, tracking your return on investment to ensure that as consumers migrate to digital streaming services, you’re keeping up with them.
Consider Shifting a Small Percentage of Ad Dollars to Digital
If a contractor were to shift 10% of their advertising dollars from radio and TV to digital platforms, and reach consumers who were more likely to purchase their services at a lower cost per view – Potentially giving them more leads at less cost – would this give that contractor an advantage in their market?
The Targeting Advantage Lies with Digital Advertising
BrandBlaster communicates your value proposition across emerging digital channels to drive greater brand awareness. BrandBlaster is designed to reach consumers with a much higher degree of demographic targeting than traditional advertising platforms, at lower costs per view. Helping make you famous in your market.
BrandBlaster explores the following platforms:
- Google Display Network