Digital vs. Traditional Ads: Where Manufacturers Should Focus
Using your advertising budget well can make or break your 2015 marketing efforts. Deciding whether or not to focus on traditional advertisement or digital advertisement can be confusing. Recent studies show that both still hold value. But, overall digital ads seem to be taking the lead despite mixed results.
A recent Adroit Digital polling showed that 36% of millennial smartphone users felt that digital ads are more effective than traditional advertising. On the other hand, 28% of millennials felt the advertising types were equal. These close percentages shows mixed feelings about the competition between traditional and digital advertising.
Of course, the effectiveness of different kinds of advertising depends heavily on your target audience. If millennials are not your target audience, perhaps your advertising efforts will see a different result. Additionally, further research from the poll indicates that digital advertising is more effective, despite how millennials may feel about it.
The Adroit Digital polling showed that television ads were the only form of traditional advertising that actually beat digital ads in effectiveness. There are many factors that contribute to TV advertising effectiveness. TV ads are often visually catchy but normally do not instigate a purchase. Plus, the audience may be forced to watch them if they don’t have the capabilities to skip commercials. This makes their outreach greater than digital ads that can be skipped or scrolled past. In sum, traditional TV ads are ideal for raising brand awareness in an audience who is not yet engaged. But, they are not effective for targeted lead generation.
Digital ads are more tailored to a specific audience’s needs and searching history. Plus, they are designed to move qualified leads down the sales funnel as fast as possible. Digital ads may not be 100% effective to every viewer, but that is not their purpose. Without the need to throw a wide net, as there is in TV advertisement, digital ads are effective for the most qualified leads who are already interested in what you are selling.
How Does This Apply to Manufacturers?
The best way to answer this question is to look at your own advertising goals and target audience. For manufacturers, lead generation is often the most important goal. Brand awareness is an important component of marketing for every company. But, building brand awareness takes time and should be in conjunction with more direct marketing efforts such as digital advertising.
Additionally, a manufacturing company’s tar get audience is more likely to be found online than through TV ads. Although TV ads can’t hurt your marketing efforts, digital advertisements will be the most effective for acquiring qualified manufacturing leads.
One remarkable thing about the list is that it rarely changes. The order may change but the top cited standards typically don’t change. Top 10 Sited Safety and Health Violations: 501 - Fall Protection 1200 - Hazard Communication 451 - Scaffolding 134 - Respiratory Protection 147 - Lockout/Tagout 178 - Powered Industrial Trucks 1053 - Ladders 305 - Electrical, Wiring Methods 212 - Machine Guarding 303 - Electrical, General Requirements Three of the 10 sited standards are directed at the construction standard (1926) while other fall within the general industry (1910). It should be noted however that the general industry standard also has fall protection guidelines. Year after year, inspectors see the same on-the-job hazards, any one of which could result in a fatality or severe injury. More than 4,500 workers are killed on the job every year, and approximately 3 million are injured. By understanding these regulations you can improve your safety program and prevent injuries. Give me a call if you have any compliance doubts, or want to review OHSA regulations. Gwido Dlugopolsky at 216-391-7766 or email@example.com
Why does it take a NASCAR pit crew only 15 seconds to change four car tires when it takes people like you and me minutes? The answer is simple SMED. Single Minute Exchange of Dies, or SMED, is a process for reducing the time it takes to do equipment changeovers. Using the principles of SMED you should be able to perform any changeover in your facility in under 10 minutes! The SMED process is simple – convert as many changeover steps as possible to “external”, meaning they are done while your equipment is still RUNNING, while simplifying and streamlining the remaining steps. SMED is broken down into the following 3 Steps: Separate Convert Streamline We found this article to be very helping in explaining the SMED process in more detail: LEAN PRODUCTION - SMED A good first step to achieve this level of SMED efficiency would be to run a kaizen event at your facility to standardize (5S) your tools and supplies. Doing this alone will help you achieve 40% to 50% greater efficiency. Once the “low hanging fruit” is gone, you can still reduce setup times another 20% by practicing more advanced SMED principles.
The secret to closing any sale is to reduce uncertainty in the buyer and replace it with confidence in YOU, your PRODUCT/SERVICE, and your COMPANY. Step 1 – Confidence in YOU Someone buying from you wants to be able to fundamentally connect with you on a human level and feel confident that you’re an expert in what you’re selling If you’re selling paperclips, be an expert in paperclips If you’re selling design and engineering related services, be an expert in design and engineering related services Focus on addressing the problem, not the solution….MEANING you already know you have the solution, connect with the buyer by being an expert with the problem he/she is facing. Prove that you know the problem and all aspects of the problem like the back of your hand. Step 2- Confidence in the PRODUCT/SERVICE you are selling Someone buying from you needs to trust the product/service you are selling will solve their problem. It’s your responsibility to deliver a solution and the benefits associated with it. Basically you need to “Hit a Homerun” communicating this message. Tip – Use Success Stories: Share with the potential buyer examples of your product/service solving problems and delivering value for