Making SMM Work with TV
Research published 2011 by Nielsen showed that consumers who viewed an appvertisement by Campbell’s Soup was more likely to remember the brand Campbell’s than those who viewed a TV ad.
Some traditional advertisers believe that nothing can replace television to build awareness for a brand. These advertisers scoff at the notion of digital advertising displacing television advertising. Asking marketers to choose between the two is a false choice. Each form of advertising has its place, and each one can complement the other effectively to meet the objectives of the marketing campaign. In the following sections, we outline two scenarios of how digital SMM campaigns can effectively complement a television campaign.
Awareness through TV, engagement via the Internet
The reach of television is still insurmountable for any other marketing channel. Television advertising provides awareness for a brand, a product, or a new campaign better than other techniques. But television is most effectively used ...