Traditional media
Radio
Radio advertising is one of the oldest communication channels, but it still has its place in the marketing strategies of small and medium-sized enterprises. Radio gives you the opportunity reaching local communities in a way that is not only effective, but often less expensive than television. Smaller companies can create short advertising spots that are broadcast in radio interludes. Thanks to local coverage, radio stations often attract listeners interested in local events, which allows for precise targeting.
TV
Television, despite the growing popularity of online media, still has great influence. For medium-sized enterprises that want to increase their visibility, advertising on local TV channels can bring tangible benefits. For example, local news programs or lifestyle magazines are perfect places to present your offer. Purchasing is also an effective solution sponsorship billboardswhich are broadcast directly alongside the program. They can be broadcast on thematic channels tailored to the target group of customers. However, it is crucial that brands prepare engaging and creative spots that will attract the viewer’s attention in today’s busy world.
Press
Even though the paper press is losing its importance in the era of digitalization, it can still be an effective communication tool, especially in the case of local newspapers. Advertisements in the press can attract specific attention audience groups, especially those who prefer traditional forms of media. Companies can create advertisements in the form of sponsored articles or advertisements. A well-written text that engages the reader has the potential to turn interest into concrete action.
New media
Social media
Social media such as Facebook, Instagram, LinkedIn and TikTok have revolutionized the way small and medium-sized businesses can communicate with customers. They give possibility of real-time communication, which allows for quick interaction and feedback from recipients. It is crucial that social media campaigns are well thought out and tailored to a specific target group.
SMEs can benefit from paid promotions to increase the reach of your posts. A good practice is to use a variety of formats – from photos, through videos, to live reports, which allow the audience to be involved in the promotion process. Influencers, as people who have a close relationship with their fans, can also help promote the brand, especially in the B2C sector.
Online advertising
Online advertising has become the standard in the marketing world. Company representatives can use various forms of advertising, such as Google Ads, Facebook and Instagram ads. The key is audience targetingwhich allows you to reach people who are potentially interested in the offer. Online advertising allows you to precisely track the effectiveness of your campaign, which, combined with data analysis, allows you to adjust your strategy in real time.
Remarketing campaigns that show ads to people who have already visited a company’s website can significantly increase conversions. Thanks to remarketing technology, SMEs have a chance to remind former customers about themselves, which often leads to the finalization of the purchase.
VOD (Video on Demand)
The increasing popularity of VOD platforms such as Polsat Box, Maxx or YouTube opens up new opportunities for SMEs. Advertisements placed on VOD platforms are less intrusive than traditional television advertisements, which is attractive to users. Advertising spots may be broadcast before the video material or during breaks.
Thanks to the analytical data available on these platforms, small and medium-sized companies can effectively monitor the effectiveness of their campaigns, select appropriate target groups and adapt content to user preferences.
Using media relations
Media relations is a set of practices and activities aimed at building and maintaining positive relationships with media representatives. The aim of these activities is to ensure proper representation of companies in the media and to create an image that will contribute to achieving business goals. In the context of SME companies, well-executed media relations activities can lead to greater visibility, trust and customer loyalty.
Summary
The use of both traditional and new media gives companies the opportunity to effectively promote and stand out on the market. The key element is understanding which form of advertising best meets the needs of their target group. In the digital era, flexibility and the ability to analyze data allow for effective management of advertising campaigns. Additionally, building relationships with the media is an important element. Media relations activities make sense when they are integrated with advertising campaigns.
Companies that invest in advertising campaigns can gain not only new customers, but also build loyalty among existing ones. At the same time, in the age of information, transparency and authenticity of communication become equally important. That is why it is so important that each promotional activity is consistent with the company’s mission and values.
