I was wondering, if I give an add to the newspaper about my online shop section, will it be effective? I wanted to ask marketing people if they think that printed media is dead or not.
The consensus seems to be that newspaper ads are most effective for audiences aged over 35-40, and that community newspapers get more attention.
* It is rare to see anyone over thirty reading the newspaper in print, since they can get it online.
* Readership is down for print media and ad sales are down even more sharply.
* Small businesses are switching to alternatives like daily deal coupons, Foursquare, and “hyper-local news outlets” – i.e., small suburban newspapers or local news websites.
* Positive returns are often present with community newspapers because they publish community news and events, and the rates run on the cheap side.
* Ad sales are growing for small community newspapers, as the larger ones are struggling.
* Ad spending in local newspapers is expected to grow from 8% – 18% annually, while the US newspaper industry as a whole lost $40B in print ad revenue over the last ten years.
* Place ads in the local or community newspaper – targeted audience, ad rates lower, and staff more motivated to place your marketing message with a personal touch.
I want to know what marketing professionals say about print media ads.
Would you tell me? Do you agree with points above?
One person told me that the answer is not Yes or No. It depends on which newspaper you’ll put the add in. Many local news papers are pretty much dead, but some which are read national wide can still make it into a large amount of potential consumers. But the cost of print advertisement may be way too expensive! Since that peculiar ad is only going to be viewable in one day, extending that to a week (to say something) would be a very strong investment. So it really depends on how much money you’re planning to invest on an ad and consider other options in print media, like magazines.
Probably for an online business Facebook ads would be more effective.
Another person wrote the following:
Print media is not dead, BUT newspaper is going that way. You need to take a few things into consideration if you do choose to run in the paper:
1. what is the circulation (how many people will see it)
2. does the cost justify a 2% return/response
3. what is the local newspaper market like?
There are usually a couple newspaper options per town, and some are marketed towards different demographics.
This material is taken from a BCIT course (bcit.ca).
MKTG 1051 :: Marketing with Search
Analyze the funnel of an online PPC campaign
- Using your favorite search engine, choose a product or service to search in Google using related keywords. For example, if you were researching for Lululemon. You could type in “yoga wear” in the search engine.
- Make a note of the various paid ads displayed on the SERP (Google or Bing). Take a screen shot of the ad* and save it to your desktop (for uploading to D2L and the discussion form with your answers to the remaining questions).
- Which ad do you believe is most effective at capturing your attention? Explain what elements of the ad do you believe will make them effective over the other ads on the page.
- Click on one of the ads and discuss the elements that you see on the landing page of the ad. Does it build trust with the audience? What is the call-to-action? Does it want to you sign up for something or make a purchase? How many steps does it want you to follow in order to complete the action? Explain if you think the landing page(s) will effectively convert the “clickers”. Why or Why not?
- Next go to Facebook. Repeat the exercise analyzing the ads you see on your account. Explain which ads you believe will achieve their purpose and explain in detail what elements will contribute to it’s success..
by Inna, Ukaine
Bath doesn’t last forever, so is motivation. Once in a while we all need a fresh portion of stimuli injected into our action-propelling jet-system in order to get back on the top of air stream. At the point, when neither friend’s advises, nor luminaries’ examples are effectual to make good in our undertaking, we have the last resort. Which is to look up to the nature. No, it has nothing to do with plaintive contemplating over picturesque landscapes of succulent tropical flora on an uninhabited island… The matter in hand gravitates rather down to Earth, we would even say about a couple of metres lower than floor. In a basement. Where a mouse may dwell. (Disclaimer: on no account have we implied that it’s precisely your basement abound with vermin, it’s just the most probable place you can meet them, at your neighbours, of course.)
Embedded video shows an unkempt, but nevertheless lit scene, some tune playing on the background to embolden our little grey Thespian. Now, if you haven’t seen the clip so far, go ahead and watch it, because spoilers are all over in the part below.
Hilarious, isn’t it? Yet, this short film is quite edifying when it boils down to efforts of setting up and chasing goals. We are certain every intelligent human can discover similar series of motivating constituents at each of the next five crucial stages the little rodent has successfully cantered through on its way to obtain the well-deserved yummy trophy.
1. First off, define the target. By smell, taste, vision or …mental comprehension. Beware, the last approach is dangerous, for the reason that dozen billion citizens in all cannot win a lottery draw simultaneously. Goals should be sensible, timely, and reachable. A mouse-high slab to climb on and a fresh cookie. The mouse wouldn’t apparently have endeavoured to drag it on if the treat crumbled to ash eventually or grey Mickey turned into bony carcass exercising weight-lifting. So, choose your goal consciously.
2. Try different methods and procedures. Push it in front of yourself. If your objective flips you topsy-turvy or weights down, alternate your strategy to pulling it behind. Stay as ingenious as you can in adjusting and improving the taken course and using all expedients you have got a hold of. To entertain yourself on the current stage and preclude soon drooping you are welcome to use such ubiquitous terms as bench-marking, ROI of efforts and time, etc. If your perseverance hits the jackpot, congratulations! If you are still puffing and huffing on this phase, go to the third bullet point.
3. Take a spell of relaxation. There is nothing more exhausting and pointless than to flog a dead horse, moreover a mouse. Treat yourself to something pleasant you wished for before diving into this venture. A day out with old friend who asked you for a dinner, an evening in with a book and family, a momentary bite on your cumbersome cookie, whatever will make you happy. At times, a little reward under-way means more than all lofty promises, magnetising lures and coveted expectations of soon game you are preying on.
4. Second part of self-confidence therapy implies you have to imagine you already succeeded. Do you remember the sequence when our long-tailed great pretender jumped up on the slab, looked around and reverted to its work-out? At least, you can assure your precious self the toilsome task yields to accomplishment. Assume all the faith you have, concentrate on your target. Check out if have developed telepathy or telekinesis skills by now. No dice? Nothing to get upset about, nobody ever did. Therefore, we are coming back to our old good, verified method, picking up the attempt where we have left. Ready. Set. Go!
5. This paragraph might sound commonplace, for all that it makes a perfect sense. Exert the final strenuous effort, considering all the obstacles you stumbled over before and any scheme you devised to overcome them, and bingo!
Now you have a time to celebrate your victory. Until other rodents have set their goals on acquiring your cookie. Blimey! Are we still talking about mice?
Retention is now the new acquisition.
Individual marketing, or micromarketing as it is also called, seems to be a strong trend. It is the flip side of traditional mass marketing, literally.
If before our funnel was “find, convert, keep”, now some marketing experts say to flip the funnel and have it the emphasis on the “keep” rather than on the “find”.
Remember the marketing 101 principle – AIDA. Awareness, interest, desire, acquisition. Some now add satisfaction as the last point.
KEEP YOUR FUNNEL SATISFIED!
- Thank your raving fans and invite them for special events.
- Offer excellent service to customers and members.
- Greet and engage the prospects.
- Keep an eye on the suspects.
- Let go of the disinterested.
There is a wonderful book by Joseph Jaffe called Flip the Funnel that talks about how to use existing customers to gain new ones. This one is definitely going on my wish list!
One to one customization may not be something that we could realistically aim for, but we may think about finding a middle ground and at least market to specific groups. Can we find a trade off?
What is technologically possible isn’t necessarily efficient.
Below is a lecture from Peter Fader, Professor of Marketing, from The Wharton School. He talks about individual marketing versus segmented or mass marketing. To him it’s better to have fewer customers that are better targeted than everybody exposed to the same message.
People who say that internet marketing is not worth it don’t realize how many people you can actually reach through social media & sites.
Statistically, only 14% of people trust ads they see. But 78% of people trust other consumer recommendations. This is why social media is so effective – it is filled with real people’s opinion and feedback on products.
I must admit I had my own doubts too at first for my other business that I am running about having a presence on social media. However I was surprised that from time to time people would actually contact me through it and ask about buying.
If you run a blog or send out a marketing campaign, don’t forget to use the social media buttons so your readers can share it on Twitter, Facebook, Pinterest, Instagram, LinkedIn, and so on “Forward” and “Share” buttons are your best friends!
E-mail, if used correctly, can be an efficient marketing tool to evoke action from your prospects. But unless it is used correctly, it can create at best indifference.
Like for an marketing plan, first let’s agree on who is the target market for this idea. Second, what kind of a response are we looking from them? Only after we thought about these two points we can start to think about a campaign.
As it as discussed earlier on this blog, timing is extremely important.
- Don’t: send it at night.
- Don’t: send it at lunch time if you want the CEO of the company to read it.
- Don’t: send an entertainment campaign to a young audience on Monday morning.
- Don’t: send it to people who didn’t sign up for the news.
- Do: For entertainment, lunch and evenings are good.
- Do: For business, Wed and Tue are the best days.
- Do: Make your title as catchy as possible.
- Do: Use larger font (12), best in Tahoma or Arial.
- Do: Include pictures and less text.
- Do: Make the text easier to read, use black on white.
- Do: Include videos, they get clicked.
- Do: Use format compatible with mobile devices.
Think when is the best time for your prospect to actually focus on what you sent. If they don’t open within the first half of that day, your chances are slim that they’ll open it at all.
Good luck and keep your eye on the ball!
WHO IS YOUR TARGET AUDIENCE – BUSINESS OR SOCIAL?
Depending on whether you are marketing to a younger crowd or to an older crowd, or whether your audience is purely business or general public, you may want to time your posts accordingly to reach maximum effect.
For example, for a young social entertainment-oriented crowd it’s best to post at lunch time because that’s when they go to check their Facebook in order to take a break from work. Same applies to twitter, mailchimp newsletters, and so on. Weekends are good for entertainment too.
However, if it is a business kind of post, lunch and towards the end of the workday would be the worst times since business people have their mind set on other things than work. Tuesday and Wednesday are best days for business e-mails.
WHY IS TIMING IMPORTANT FOR MAXIMUM YIELD OF THE CAMPAIGN?
Why is it important to get the timing right? Because your 44% o the opens are going to be in the first 4 hours. 24% of the opens happen in the first hour.
Your post / e-mail should urge the user to act upon or open it right now. Don’t miss that first hour!
REMEMBER: YOU SNOOZE, YOU LOSE.
I made a mistake myself before when I thought that it would be a great idea to tell my followers that my newsletter is coming out at midnight by Pacific time. Now I understand how foolish it was to send it out when my continent was sleeping.
So give it some thought. If your client sees it right away, they are more likely to open it compare to the next day when there is already a dozen of e-mails in their mailbox.