1953 was the year advertising changed forever. For the first time, more advertising funds were spent on television than both radio and print—44% of Americans owned televisions. This is remarkable because there were only 7,000 televisions in the country in 1948. It took just 12 years from TV’s creation for it to usurp the advertising throne from radio. Fast forward to present day. The internet has been widely available for 25 years, and digital media marketing dollars are projected to reach $82 billion compared to TV’s $72.7 billion, according to a study by eMarketer. This has caused some marketers to theorize that digital advertising will be the death of traditional media. How is the lottery industry responding?
Digital marketing is defined as any advertising appearing on the internet. However, not all digital advertising is equal. A banner ad will not drive the same results as the interactive “Ice Bucket Challenge,” which raised $220 million for amyotrophic lateral sclerosis (ALS) research. Like a good TV ad, an online campaign doesn’t just show the product; it elicits an emotion and ties it to the product. A digital campaign doesn’t just show the product and elicit an emotion; it also begins a conversation. To start a strong dialogue with their customers, companies must show that they are personalizing content for their users and listening.
“Digital media can be specific and personalized. When planning, purchasing, and placing digital media you can target individuals based on websites they visit, companies they like or follow on Facebook, and actions they take (such as an abandoned shopping cart or incomplete registration),” New Hampshire Lottery Marketing Director Maura McCann stressed.