With the tightening economy and increased focus on ROI, we’re seeing a number of folks forget that integrated marketing is a real response to buyer behavior. Potential buyers make a journey from awareness to consideration to purchase. And they use media differently at every stage. So when you’re tempted to shift your entire spend into one channel, think about your own behavior as a buyer.
For me, sometimes I find things through online searches. Other times as a result of an e-mail. But when I form an impression of a company, it’s primarily driven by ads in magazines. I find that I only move online when I’m in the process of consideration. And, I tend to gravitate to the brands I have a positive association with.
The exception is really, really niche products. The SUPER small companies who make some sort of specialized gear that’s not available anywhere else. I’m talking left-handed springs for Ross fly reels made before 1987. For that oddball stuff, I go right to search engines, or sometimes forums.
The point is that different buyers consume different media in different ways. And those ways change as they move toward purchase. If you put all your focus into one channel, then you miss all the others. You could eat steak all the time, and it’s tasty, but it’s not a good idea. Balance is healthy, in diet and marketing.