Outdoor Marketing
Traditional marketing channels are often overlooked in lieu of modern,
online marketing. However, consumers feel bombarded with the
quantity of online advertising and marketing messages, which results in
advertising fatigue. According to an article regarding outdoor
advertising, “68% of consumers claim their purchasing decisions are
made while in the car” (Nguyen, 2021). These types of marketing
channels can appeal to everyone from Baby Boomers down to
Generation Z, with some variations on types of outdoor advertising.
Baby Boomers are accustomed and more trusting of billboards, which
became more popular in the last four decades, and reaching them with
familiarity is key (bMedia Group, 2019). Generation X are “used to
technology, but not technology natives” and are quite receptive to
various forms of outdoor advertising (Kelley, 2016). Both Millennials
and Generation Z have short attention spans and would benefit from
outdoor digital advertising, such as digital billboards. Digital billboards
display videos and animations, and are more eye-catching (Nguyen,
2021). Outdoor advertising is an experience and a breath of fresh air
from the relentlessness of online advertising.
TV Marketing
Despite the impact of streaming services, a Nielsen report stated that
“streaming makes up only 26% of all time spent on TV” and network and
cable TV are still holding strong (Bursztynsky, 2021). This is a great way
to reach all generations. For Millenials and Generation Z, it is more
important to design ads for streaming services, however, with 70% of
streaming subscribers between ages 18-34 (Stoll, 2021). Clearly, this
avenue of traditional marketing channels will continue to be an
excellent choice across generations.
Always: Like a Girl Campaign
A marketing campaign with staying power that I experienced was the
Always, Act Like a Girl campaign. Always created a short video where
young adults were asked to do different things “like a girl” such as
fighting and running. It was somewhat silly at first, but when young girls
were told to do the same actions, they were confident and strong (The
Drum Team, 2016). Always helped turn “like a girl” into empowerment,
and I remember the effect that it had on me, and how women are
standing up to sexist ideologies. The emotional impact that this
message had generated a feeling of trust in Always, and of being seen,
and heavily influenced my decision to purchase from the brand.
SEO and Consumer Research
Consumer research is essential in building a successful SEO strategy
(SEO for Growth, 2017). A focus group would be an excellent way to
create a dialogue and ask open ended questions. We can promote free
annual passes in exchange for participation in the focus group on our
social media and website. Once we have a firm understanding of our
primary and secondary audience, particularly what they are searching
for, we can formulate our SEO strategy. This will also illustrate our
content gap, which is the difference between what our customers are
searching for, and what they find online (SEO for Growth, 2017). This
will give us inspiration for compelling content, which should center
around safety and excitement. Key considerations for our SEO strategy
would be ensuring that we are on the first page of Google for a number
of keyword searches, and that we have a variety of content to suit our
primary and secondary audience. It will not matter if we have key words
such as
theme park
or
amusement park
that will lead them to our site if
we do not give them a reason to stay.
References
bMedia Group. (2019, September 8).
History of Billboard Advertising |
Evolution of Outdoor Media
. bMedia. Retrieved April 13, 2022, from
https://www.bmediagroup.com/news/history-of-billboard-
advertising/
Bursztynsky, J. (2021, June 17).
About one-quarter of U.S. TV time is
spent watching streaming services, says Nielsen
. CNBC. Retrieved
April 13, 2022, from https://www.cnbc.com/2021/06/17/nielsen-
streaming-makes-up-only-26percent-of-time-spent-in-front-of-
tv.html
Kelley, K. (2016). Multi-Generational Marketing: A Must for Any Brand.
Brand Quarterly, 21,
54-58.
Nguyen, G. (2021, September 9).
9 Types of Outdoor Advertising (with
real-world examples)
. Penji. Retrieved April 13, 2022, from
https://penji.co/types-of-outdoor-advertising/
SEO for Growth. (2017, March 28).
Why Is Customer Research
Important For SEO?
Retrieved April 13, 2022, from
https://seoforgrowth.com/customer-research-is-important-for-seo/
Stoll, J. (2021, June 4).
Share of adults who subscribe to a streaming
service U.S. 2019, by age group
. Statista. Retrieved April 13, 2022,
from https://www.statista.com/statistics/742452/media-streaming-
services-penetration-rate-
age/#:%7E:text=A%20survey%20held%20in%20the,above%20who%
20said%20the%20same.
The Drum Team. (2016, November 28).
2014: Always unveils
groundbreaking ‘Like a Girl’ campaign
. The Drum. Retrieved April 13,
2022, from https://www.thedrum.com/news/2016/03/31/2014-
always-unveils-groundbreaking-girl-campaign
