In the wake of the digital marketing revolution, much has been said about traditional marketing agencies and their impending extinction.
In fact, some proponents of digital marketing have been so passionate in their disregard of traditional marketing agencies that they have unwittingly discounted both the advertising techniques and the types of advertising used by them. The advertising techniques used by traditional advertisers were far from cost-effective and most traditional marketing agencies lost touch with their target audiences by refusing to adapt to changing consumer habits. For a long time, they survived only by hoodwinking their clients into accepting exposure as a justification for huge ad spend. They didn't show any ROI and were in no way held accountable for returns.
Those were only their advertising techniques, though. Their media – broadcasting and print – are just tools which can be more or less effective according to how they are used. That is where optimised advertising comes in; a performance focused marketing agency optimises its clients' campaigns to ensure the greatest impact and ROI, regardless of the media. It can be used to spark a slow burn, as in the digital marketing avenue of content marketing, or to ignite a spark, as in TV advertising. All media can be optimised to ensure the kind of ROI that results in rapid growth. Sounds good, so why doesn't every advertising agency follow this model?
Optimised advertising requires data analytics.
It comes down to data analytics. It takes skill and talent to make sense of the data derived from TV advertising campaigns, and unless an agency makes finding and upskilling the right talent a priority, it is unlikely to produce the magic that a properly staffed performance marketing agency can.
To ensure that we had the best chance of putting together a team of marketing specialist wizards, we chose to base our marketing agency in Melbourne. As the nation's cultural capital, the city attracts the kind of creative geniuses needed to make our success with TV possible. Our team is now comprised of just the kind of creative marketing minds needed to develop and refine TV advertising campaigns that are backed by data analytics and a real understanding of one's target audience. Even though TV does not provide the kind of metrics that digital marketing relies on, the response rate of a test run can yield great insights when seen in context. And that is exactly what we do for our clients when we optimise a campaign for them: develop, test, analyse and adjust.
As a performance-based Melbourne advertising agency, we have access to a plethora of other benefits that the cultural hub offers. With a thriving film industry, Melbourne is a great place to shoot commercials. With its large base of actors, skilled and flexible film crews, and incredible locations and studios, many advertising agencies choose to shoot their commercials right here. We have also found that these advantages combined with Melbourne's flair for creativity make it the perfect location for a performance-based marketing agency.
Optimised advertising is the fastest way to grow a business.
By putting a flashing logo on billboards all over the country, it might be possible to raise brand awareness, but branding does not convert people into customers, direct response marketing does. While you can choose to shoot a commercial, air it, and hope for the best, an optimised TV advertising campaign will result in a much higher ROI – the kind needed to achieve exponential growth. As a performance focused marketing and advertising agency, we can help you do just this. If you are interested in growing your business through the power of performance-optimised direct response marketing, our expertise in TV advertising can give your business the edge it needs.
Please click below to find out more about a FREE Performance TV assessment from Direct Response Media, the leading performance-based Melbourne advertising agency.
Image credit: Mixer Planet
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