Should You Use Traditional Broadcast Media For Marketing?

For years, the only way to reach consumers was traditional broadcast media.  Radio, Newsprint, Television.  Billboards.  With the rise of social media, a new medium emerged.  Virtually every brand is on social media and it’s super noisy.  When was the last time you bought anything off seeing a billboard?

For most, instead of interacting and leveraging social media they stand on their soapbox and shout.

Ted Wright of Fizz, Inc just wrote a piece on broadcast media.  It’s insightful, but so are some of the comments below.  Ted makes the case that word of mouth marketing (WOMM) is the new power player when it comes to ways to engage with customers.

Broadcast alone doesn’t cut it.

Companies need to contemplate a word of mouth marketing strategy and insert it into their broadcast campaigns so that influencers will see the message and spread it.  Ted says, “the best broadcast campaigns out now have a WOMM component tied to them and that component starts before the broadcast begins (too seed the story) and runs past the time that the broadcast campaign is retired (too keep the story repeating as long as possible). When brands do this, their BROADCAST KPI’s run 15% better OR MORE.”

When it comes to B2B Fin Tech I think that word of mouth marketing works the best.  It’s very powerful.  Why? Because many times when we are talking Fin Tech we are talking about high security, currency, cash, and financial transactions in marketplaces that traditional broadcast and other means of marketing cannot reach effectively.