Has advertising changed in the past 20 years?

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The more things change, the more they stay the same.

 

In August 2001, we launched Viamark Advertising. Our full-service ad agency shifted client budgets from Newspaper and Yellow Pages to TV, Radio, and Billboards, and used them to drive customers to websites for more information.  Advertising was evolving, but it was quite simple compared to today.

Soon, I built my first Google PPC campaign and started learning about SEO. I remember getting clients clicks to their website for as little as 5 or 10 cents. What a deal!  The low cost per click and data that came with Google seemed to be the greatest invention ever to business owners looking for concrete evidence their campaigns were working.  Unfortunately, what they lost was their ability to personalize their brand, as you can only say so much in a PPC or banner ad.

As the internet got faster after 2010… video content became king on websites, social media, and other online advertising. We were able to take our years of experience producing TV commercials and apply it to video content to help our clients get back to their brand. Viamark Video was born. 

 

20 years later, here are a few things that haven’t changed:

1. The Power of the Message. The channels changed dramatically in 20 years, but one thing hasn’t….it all starts and ends with good messaging.

 

2. Branding Matters.  Branding creates top of mind awareness, making yours the business people think of when they need a specific product or service.  You brand your business for future buyers. TV and Radio are still excellent for building a brand, but today we also build brands through social media, streaming audio, OTT, and CTV.

 

Just like a human relationship, you need to build familiarity, likeability, trust, etc. You need to connect with your customer in a relatable way that makes them want to learn more or get to know you better. There are more ways to do this today, but just like good messaging…this principle hasn’t changed.

 

3. You still need the Now Buyers. Google has replaced both the Yellow Pages and the newspaper for putting your business in front of the new buyers when they’re looking. If your business is branded, your conversion rates will be better and you’ll get your unfair share of clicks. Success.

What else would you add to the list?  Email me….and let me know what you think.

 

Want to know more about our advertising capabilities in 2021. Just click on the video.

 


 

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Have a great week!

 

DesignRush has recognized Viamark VIdeo as one of the Top 10 Advertising Agencies in Boston.