Ad dollars are leaving print… and fast!Their Q1 losses for 2009 were worse than expected, around a 27% loss in advertising revenue. This outpaced their efforts to cut costs (not surprising, good journalism is expensive). Seth Godin, on his blog, is predicting that by 2012 there will be, “no significant newspapers printed on newsprint in the US.” WOW! and entire vertical market will be gone, or almost gone in less than three years! These are both interesting reads and worth the effort to see what’s coming for online advertising. We have seen with with our clients, and in our past, efforts to cut “traditional” media spending and emphasize online strategies. We’re helping our client get better results through email and PPC marketing; things that are measurable and quickly executable.
What are local advertisers to do, though? They don’t have the large budgets to go to a “big agency,” they don’t have the technical knowledge (in many cases) to prevent being taken advantage of by small agencies, there are too many options for free or almost free web based services, etc… They have to do research and they have to trust their network. What do successful small agencies have to do, then?They have to be good at working with small businesses, they have to treat each of their customers well, they have to be successful, because small businesses can’t afford the expense of a failed marketing effort, no matter how small. Email campaigns and PPC campaigns are the best entry into online marketing for most small businesses, after getting themselves a quality web site. However, they should definitely use a someone to help them, they do not want to upset their targets with violations of CAN-SPAM, or just over communication. Read the whole article Small Businesses Seek Solutions Online – eMarketer.
“Retailers ratcheted up their e-mail marketing campaigns to aggressively compete for consumers’ dwindling spending dollars,” says Jeff Grau, eMarketer senior analyst and author of the new report, Retail E-Mail: Online Marketing Strategies. “That was due largely to the fact that e-mail is cheap to administer and delivers an ROI far superior to paid search, catalogs and other marketing media.”Still, with all of the increased volume in email marketing, it still only accounts for 1.5% of direct marketing budgets in the US! However, between email marketing and PPC marketing, that is changing rapidly. Spends in both categories so far in 2009 are up versus the same period in 2008. Why, you ask? Because email and PPC marketing are measurable, testable, traceable, more cost effective, and much more customizable than traditional marketing (both brand marketing and direct marketing) and advertisers can do more for less.
Well, this is a bit of an interesting post. As part of a prospecting effort for DMIdeas I have signed up for a few email newsletters, etc. Starting last night at around 4:30PM I began receiving customer responses to an email from this particular prospect; here’s what happened:
Nothing wrong yet…but then:
Still no problem…until:
It was an interesting view into the types of people that are in certain kinds of businesses. Their lack of knowledge about the internet, etc.
The WORST is yet to come, however:
MarketingVox has a story today, about the continuing preference of consumers for email for commercial correspondence. Here is a brief synopsis of the results, click over to the MarketingVox article for their take, or the original at Habeas, or the MarketingCharts opinion.