However, just because it’s not as easy to attribute sales to these traditional channels doesn’t mean they are useless. Google, for example, has rolled out a tool to help with attribution modeling, its Universal Analytics, which recently was opened to anyone.
And for years Google has been proving by example that it believes in traditional marketing channels.
It has delivered some very moving TV commercials. And recently it took over Boston’s South Station for a month with a “station domination” billboard strategy, buying up every available square inch to promote its Google apps.
The billboards tout the 5m companies that Google says are now using Google apps, including some large ones: “Virgin America has gone Google. A breath of fresh airline.” and “Costco has gone Google”, etc.
Over 110,000 people move through South Station daily, and a one month buy-out of the billboards can cost $100,000. Since commuter rail is more expensive than bus or subway, the average income and decision-making power of people moving through the station is likely to be higher than at a typical T station.
The station has 70 static faces and a couple digital screens. Other companies that have done “station domination” billboard campaigns include Apple, Samsung, JetBlue, New Balance and the Mohegan Sun casino.
Of course, Google isn’t releasing any results from this campaign. But the fact that even it recognizes that traditional brand building and awareness programs can be a good supplement to digital is telling.