A Look Back, A Leap Forward

As the close of 2023 quickly approaches, we are taking this opportunity to take a look back at what we have learned over the past year in the world of direct mail and digital marketing and advertising and what we project to be valuable marketing avenues as we look forward to building successful campaigns for our clients in 2024.

OTT/CTV

OTT (over-the-top) is the umbrella term which covers the delivery of video content via the internet with any device (cell phone, lap top, ipad or computer). CTV (connected TV) refers to the physical device that delivers the video content, otherwise known as Streaming TV.

Local TV and cable spending is on the decline, while OTT’s share of local advertising spend is on the rise. After growing by 57% to reach $2B in 2022, OTT spend is expected to reach $3.5B by 2026 — and it currently holds the title of fastest-growing local media segment making it a valuable resource for advertising dollars.

Remarkably, more radio buyers are moving to OTT while existing broadcast buyers are using a combination of both broadcast and OTT.

GEO AND DEMO

All of our clients are using Geography and Demographics to drive their marketing decisions. Here are the top 4 products our clients used in 2023 – Social, SEM, GeoFence (including Display, Video, and OTT/CTV) and Direct Mail.

DIRECT MAIL AND SEM

Most people agree, brand marketing is the most obvious and most important place to invest marketing dollars. Brand awareness serves several purposes, including boosting your brand’s reputation and inspiring consumers’ trust and loyalty. We’ve found Direct Mail gives the consumer the idea and is the catalyst which drives consumers to go online to research more. If you’re not showing up on the first page of a search engine then your competitors are benefiting from your direct mail campaign. This is where SEM, otherwise known as Google ads or PPC,  comes into play.

GEOFENCE BUNDLING

As technology advances, so do geofencing tactics. Partnering with an agency like Local Fare who buys over one million impressions a month towards geofencing in Chattanooga ensures you have access to those new tools. We’re seeing clients benefit from bundling OTT (streaming TV), Video and Display Ads to a specific audience whether at home or where they shop and play. Simply put, the right person at the right place and time.

CONTENT IS KING

Delivering high quality, relevant content to the consumer is a great way to improve your search engine ranking as well as drive traffic to your website. With our direct mail Local Fare Magazine, we take great pride in producing unique content for each of our clients which is delivered to the consumer from the voice of a trusted friend. Our content is specially designed to connect to your target audience and serve as a way to entertain, inspire and educate

STAND OUT FROM YOUR COMPETITORS

Almost every business is performing some type of digital advertising with global digital marketing dollars at an estimated $350 billion in 2020 and is projected to reach $786.2 billion by 2026.

The best way to stand out from your competition, who is an all or nothing digital advertiser, is by appearing where they are not – traditional media. We believe a strong marketing strategy includes a healthy balance of digital and traditional media; our preference is direct mail.

Local Fare Marketing Group is a full service Marketing and Advertising agency capable of executing all tactics mentioned above in helping all types and sizes of businesses. Whether you’re an existing client, previous or prospective client, let’s have a conversation to evaluate your plan in 2024. Contact us today for a consultation!