Visualizing Modern Advertising Categories

Today’s Advertising Categories are Evolving Quickly

It’s common to simply distinguish between legacy and digital categories of advertising, but we’ve found a method of organizing them that’s making it a lot easier to build media plans and allocate budgets for our clients.

A recent article by Design Shifu identified 14 types of advertising effective for many businesses.  We’ve added more to that list and created 4 distinct advertising categories.  And we’ve started using these breakdowns when we design media plans for clients.

Advertising Categories

• Free
• Legacy
• First-Gen Digital
• New-Gen Digital

Advertising Category 1:  Free

Everyone’s favorite category, right?  This is where we aggregate all outbound advertising that doesn’t necessarily have a distinct variable cost associated with it (with some exceptions like printing cost).  It includes:

• Referrals
• Organic Traffic
  • Search Engine Optimization (SEO)
  • Content Marketing
• Email
• Texting (SMS)
• QR Code
  • Brochure
  • Business Card
  • Rack Card
  • Vehicle Wraps
  • Yard Signs

Advertising Category 2:  Legacy

We consider any media that isn’t directly trackable as a digital source legacy advertising.  And, before you argue, we’re not completely fair about it.  For example, when we use legacy media we do make efforts to make it more digitally-trackable; knowing that’s a leaky bucket.

This category most commonly includes:

• Print
  • Newspaper
  • Magazine
  • Direct Mail
• Outdoor
• Radio
• Linear TV (Broadcast Television / Cable / Satellite)

This list isn’t by any means exhaustive, but you get the idea of what we consider legacy media.  Feel free to add as you see fit.

Advertising Category 3:  First-Gen Digital

Next up, we tackle some tried-and-true digital marketing options that have been around long enough to be maturing as an advertising category.  We refer to them as “First Generation” Digital methods:

• Search Engine Marketing (SEM)
• Social Media
  • Advertising
  • Content Boost
• Outbound Email
• Digital Display Advertising

Again, not necessarily an exhaustive list, but you get the idea.

Advertising Category 4:  New-Gen Digital

Our last, and latest category of advertising is “New Generation” Digital.  These are the cutting-edge techniques we’re using to generate better, more trackable results and lower overall lead costs.

Many of these can also be great ways to get started using AI marketing tools.

Here’s the evolving list as it stands today:

• Google Performance Max
• Advanced Digital Display Advertising
  • Search Re-Targeting
  • Audience Re-Targeting
  • Geo-Fencing
• Streaming / OTT Video Advertising

There are two key ways we’re helping long-time advertisers evolve to a more digital-centric approach:

Heavy Linear TV Users Who Have Seen Results Drop.  In August 2023, Nielsen reported that linear TV (broadcast and cable) represented less than half the total viewing audience for the first time ever.  And that reinforces what a lot of heavy TV advertisers have known for a while now; you’re paying a LOT more for a LOT less.

But there is a way to rein in TV spending and re-allocate it to modern techniques that follow all the cord-cutters where they went and get your results back in line with expectations.

Read More:  How To Evolve from Legacy TV with No Drop-Off in Leads

Heavy Google Search Ads Users Who are in Competitive Business Categories.  Even though it’s the largest portion of its total revenue, Google knows text-based search ads are not long for this world.  That’s why Google has gone all-in on a new campaign type called Google Performance Max.

If you’re in a competitive category like orthodontics, HVAC, or personal injury law (just a few examples, there are MANY) you may feel like it’s just turned into a bidding war for leads and cost keep going up and up.  And if you’re doing Local Service Ads it can get far worse, even faster!

There is a way to break out of this trap and lower lead costs dramatically (our clients have ranged between 12% and 90% reductions).  And your competitors won’t be able to figure out how you’re suddenly beating them!

Read More:  How To Get Out of the Search Ads Trap with No Drop-Off in Leads

Get a Free Marketing Audit

If you’re at a decision point about marketing plans, take advantage of a free initial consultation with our team of experts who live, eat, and breath small and medium business marketing.

We’ll conduct an audit of your existing digital footprint, and then spend some time with you to show you priorities for improvement.

Schedule some time with our team and we’ll make this investment in getting to know you and your business long before you ever invest in us.

Thanks for visiting today!

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