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Marketing a Media Monitoring Business
There is little room for error in marketing a media monitoring business in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
If you are a business leader who sees marketing as a path to give your media monitoring business a competitive advantage you're not alone.
What to know the characteristics that distinguish leading media monitoring businesses from average companies? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
Consider New Advertising Channels
Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. That's why for media monitoring businesses, dwelling in the past isn't an option. It's time to get onboard with the marketing trends that are delivering results throughout the industry. These days, media monitoring businesses get solid marketing results from online channels capable of streaming high value content to a large, yet targeted customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.
Broadcast Advertising
Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. But broadcast advertising hasn't disappeared entirely and media monitoring businesses continue to find ways to attract audiences to their brand through broadcast media. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. When broadcast strategies are applied to media monitoring businesses, a combination of marketing venues is preferable to relying exclusively on local broadcast opportunities.
Marketing Collateral
Every piece of collateral your media monitoring business creates is a tangible reflection of your brand distinctive and core values. Some pieces of collateral can be customized for recipients, while others serve a more generic purpose. Either way, you have a stake in making sure it gets into the right hands. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your media monitoring business's investment in collateral will be pointless.
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