Digital advertising is prized on its measurability, granularity and accuracy. As I’ve mentioned in previous articles, we fully believe in the power of the full media mix, where one views traditional and digital advertising as a “yin and yang”, rather than “either or”.
As a full-service ad agency operating in all pockets of advertising, if we had a dime for every time someone said, “TV is dead”, we’d probably be living in a year-round vacation on our dream houses in Fiji by now. Without a doubt - TV, and all other forms of “traditional” advertising (Local Radio, Billboards, Print, etc.) has seen a shift in their audience with the coming of the digital era.
Put simply, SEM (Search Engine Marketing) consists of increasing a website’s visibility on search engine result pages (SERPs) through paid advertising. It is an excellent medium for reaching both “hot and qualified” leads because it allows a business to reach a consumer at the very same moment in which that consumer is searching for a service or product provided by that business.
In my position as Director of Media, I oversee three media departments: Traditional, Digital and Social. My goal is to look at the full media mix and analyze how these different mediums can work together to create a well-rounded advertising approach. I try not to sway too much in either direction because from my perspective, all these mediums provide us with different touch points where we are able to access the consumer in a different setting and stage of the buying cycle. Think “Yin and Yang”, not “Either or”. With that said, it is no secret that we spend more time than we’d like to admit on our mobile phones.
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