Digital marketing geofencing is when you limit who is shown your ad based on their physical location. This is incredibly useful for local businesses looking to attract only customers who are within their service range. The geofence uses IP address locations to identify internet users who are personally close enough to be local customers of your business. But geofencing isn’t just helpful for targeting local online marketing. It can also help you coordinate a more comprehensive advertising campaign.
Traditional marketing through television and newspaper ads, for example, is very localized. You buy ad-space with local television stations and papers, which increases your visibility for local customers. And with geofencing, you can ensure that your digital ads line up perfectly with local traditional ads so that your customers see a comprehensive campaign across the board. Of course, timing is everything.
Today, we’re sharing our favorite tips on how to time and coordinate your digital ads around the appearance of your traditional ads in television and newspapers.
Update Your Digital Ads When Traditional Ads are Released
Timing is the most important aspect of pairing digital ads with television and newspaper ads. Digital ads update immediately when you choose to update them, but traditional ads take some time to appear. When you buy ad space, it’s in future media. You may buy a few weeks of television ads that will, naturally, start appearing a few days or weeks after the contract is signed. Space bought in a newspaper will appear in the next issue, or several issues in the future.
Make sure to update your digital ads on the same day that your traditional ads are released to coordinate a more impactful marketing effect. This way, your buyers will become aware of the new campaign all at the same time, no matter what marketing channel they see first.
Use the Same Imagery in All Types of Ad
Digital, television, and newspaper ads are all very different in how they are presented. But one of the most powerful things you can do is to keep them visually unified. Use the same colors and images to make your ad campaign immediately recognizable. You want leads who saw your television ad to smile and recognize the same campaign when they see digital ads online. You want leads who saw the newspaper ad to immediately recognize your brand and campaign when the ad is supported by a television or digital ad later on.
The more visually similar your multi-channel ads are, the more cohesive and impactful your marketing campaign will be.
Create Digital Promotions that Accept Codes from Traditional Ads
Now perfect your technique by making your ads cross-compatible. If you provide a discount code in traditional ad channels, consider building digital ads or promotions that accept those codes and reward customers for connecting on multiple levels. Naturally, you want to encourage your leads and customers to engage through every type of advertising and to gain personal benefit from doing so.
Digital marketing is the best way to offer that integration, by using landing pages, codes, and QR scans that guide all leads back to opportunities on your website.
Change Your Digital Ads When Traditional Campaigns End
Finally, remember to stay coordinated. When your TV ads stop running or the next newspaper issue won’t’ include your ad, consider changing your digital ads as well. If you update your traditional ads to match the season or an upcoming holiday, be sure your digital ads change accordingly to maintain that powerful coordination of brand and campaign recognition.
Here at AdCellerant, we can help you coordinate your digital marketing campaign with your traditional channels. If you’re ready to take your campaigns to the next level with inter-operational ads and promotions, contact us today!