Published under: Inbound Marketing, Brand Awareness

Now that a few weeks have passed since the big game, many analysts are dying to know….are you buying photo-1418225043143-90858d2301b4more of Dove’s Men Care line? How about a new Dodge or maybe a few more Snickers? The answer is probably ‘No.’ In the short term, Super Bowl commercials definitely boost brand awareness and get people talking about the company, but there is little evidence that this actually translates into revenue.

So who is the real winner of the Super Bowl commercial game? The answer is anyone who decided to hold on to their $4.5 million and use it to fund their marketing efforts for the next 37 years. What! 37 years!?!?

Let’s look at it this way, a typical inbound marketing strategy is going to run about $10,000 a month; 30 seconds of Super Bowl ad time will set you back a cool $4.5 million.  How would you rather spend your $4.5 million? On decades of blogs, ebooks, landing pages, inbound campaigns and media sharing or on a 30 second blast right in the middle of a bunch of other companies all seeking to stand out from the crowd. It’s crazy when you think about it!

It’s likely that the companies advertising during the Super Bowl did so for one of two reasons:

1)     It’s what they do…or have done for several years (Budweiser, Doritos, etc)

2)     Someone convinced them that they would be crazy not to (Loctite)

Is all that investment worth it in the end? I don’t know, last time you were at the store did you pick up some Loctite? Me neither. On the other hand, when was the last time you bought something from Amazon?

Amazon is a power-house of inbound marketing; using email campaigns, product reviews and attention to customer engagement to continually build brand awareness; 365 days a year.

So while the Super Bowl commercials make for some interesting viewing; your marketing dollars are probably best spent elsewhere.

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