There is a general conception in South Africa that TV campaigns can only be used by big brands wanting to embark on expensive brand building campaigns.
Businesses in South Africa have a natural tendency to look to online media for their marketing as it is measurable. But online marketing can soon hit a plateau in terms of reach and generating returns. When this happens, it often makes sense to branch into offline media that can deliver a broader audience and higher reach. A general concern for businesses is how to measure ROI on the higher budgets needed for television. With the technological advances of attribution software, this is now possible in South Africa – allowing digital businesses to optimise TV campaigns on key KPIs, just like with online marketing.
The groundwork for a successful performance TV campaign begins long before booking your media. Here are some important factors to consider:
Defining your TV strategy and your goals. You need to identify your relevant target group. Understand the key drivers that will motivate them to take action (buying that product through your e-commerce shop). This will allow you to shape the messaging for your TV commercial creative.
Aligning your marketing channels. TV is only one piece of your overall marketing strategy. Online marketing plays a big role in capturing the new demand you are creating through your TV campaign. Not all new users will be coming to your website directly through your URL – some will be searching for keywords around your product. Make sure that your AdWords campaign are up and running and reflecting keywords used in your ad.
Performance thinking is an approach that DCMN applies to all our campaigns (test, learn, scale). The results of the Travelstart campaign prove that digital businesses can be just as ROI-driven with their offline marketing as they are with their online channels.
Businesses wanting to discover more about how performance TV works and how to get even more out of their TV budgets, can download a white paper containing knowledge from years of running TV campaigns for some of the fastest-growing digital brands in the world.
Source: By Irina Herf, General Manager of DCMN South Africa