ADVERTISING IS NOT DEAD YET!
But there is agonizing changes in the local markets for those that advertised in the traditional way.
I began my advertising career in the 70’s in Ocean County when the Asbury Park Press was king of the hill. Not today, recently the Asbury Park Press building was completely demolished. Who knew the internet was going to run wild over the old traditional forms of advertising in the area. It has turned the whole concept of marketing upside down. Another contributing factor was the business downturn back in 2008 and that has not really come back to an expected level.
OK, so what do you do- throw out all your advertising and jump on the Internet band wagon?
Here is a short overview of the present media situation
- Major domestic city newspapers are still losing ad dollars to the internet. The New York Times recently laid off 100 staff members and writers and probably more to come.
- Local dailies like the Asbury Park, Star Ledger are still downsizing and restructuring their financial obligation
- Local weeklies like the Coast Ocean Star and Greater Media are experiencing strong ad sales and holding to their circulation objectives.
- Local Radio and Cable TV are holding their own
- There has been a fall out of local printing houses – it’s become very competitive.
- Outdoor is still very strong and has been for the past five years.
I believe there is still a place for traditional advertising blending with the Internet.
If the economy grows there will be an increase of the use of traditional marketing
Mid to senior folks will continue to read the newspapers
Smart owners will use there domain name to key off their ads
Branding your product or service will continue to take place in all forms of marketing
In most cases, the internet alone, will not achieve the total sales objectives.
Develop a realistic marketing strategy
This starts with a yearly budget.
Divide it up in marketing segments, from your past experience, that fits your budget.
Try new things!
The term advertising refers to a type of communication through which audience or consumers are persuaded to take some action. It is a medium for showcasing a product, its features so that consumers have the urge to buy it. This still hold true.
From the inception of this crucial marketing tool, advertising has had traditional forms starting with print media comprising newspapers, magazines, fliers and leaflets apart from outdoor advertising which covers hoardings and billboards and broadcast advertising which includes television, radio and the Internet.
In most cases it is very difficult to measure your ROI -return on investment using traditional advertising. Not so much with the Internet. There are anlyantics that give you a pretty good idea how well your are getting a return from being on-line.
Blending the two together could bring in the results you want.