June 7, 2011 Michael Bickerton
Business is having trouble adjusting to the new media(s); I see it every day. Amazingly many are finding they are not satisfied with the results they are getting. Yet, there are no benchmarks and keep in mind that there are far more ways to advertise. There are marketing challenges abound.
In years prior, your marketing consisted of TV, radio, newspaper, print (coupons, mailers, direct mail) and your sales reps. Today, there are so many more ways, consider the following:
Naturally, everyone in the marketplace is experimenting and there must be mixed results, after all there has been a wholesale change in the way we communicate and consumers are learning as well. In my opinion, there is an ongoing shift from both sides, marketers, and consumers.
There is a very informative article in eMarketer outlining some of the challenges and providing detailed stats for those of you interested “For Small-Business Marketers, Are Fewer Channels Better?”
As your digital agency, we recommend you begin slowly, test, and define your benchmarks in each media for future marketing and measuring. Methods have changed but marketing hasn’t varied completely. The old newspaper mentality still rules, and your company and your brand need to find where your customers are, how they are engaging in the new media(s). More importantly how and where are they interacting and converting with your brand and your product.
Change and transition are keywords, and business needs to explore and evaluate each of the medias and see which performs best for them. It’s a process and marketing is not a quick fix, it’s a long-term relationship.
Michael Bickerton, Raven5 Ltd, Toronto, June 2011