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Big fat-lies


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The Big, Fat Lies About Advertising reveals what is really going on with media habits today and provides new context on the importance of digital marketing.

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Big fat-lies

  1. 1. What the media isn’t telling you!
  2. 2. Everything you thought you knew about marketing has changed. Dramatically!
  3. 3. The truth is…consumer habits have changed. The age of mass media is dead. Today’s consumers live in a multi-screen world customized to their own particular habits.
  4. 4. Spray-and-pray advertising via “traditional media” is less and less reliable. A comprehensive digital strategy will produce measureable results every time!
  5. 5. “The epic battle of our generation is between the status quo of mass and the never-ceasing tide of weird.”~Seth Godin, We Are All Weird
  6. 6. “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” ~John Wanamaker, Philadelphia Department Store Merchant (1838-1922)
  7. 7.     The age of mass marketing is dead. Consumer attention has shifted to a multiscreen world of personalized devices like computers, tablets, smartphones, and MP3 players to be enjoyed at the TIME and PLACE of their choosing. “Traditional media” models (TV, radio, newspaper) are not performing like they used to because of increased digital choices. Business owners and marketers must adapt.
  8. 8. Television Newspaper Radio Billboard
  9. 9. ‣Since 1950, paid daily newspaper subscriptions have fallen from 120% of U.S. households to only 40% in 2010. (Knight Center for Journalism) ‣Newspaper advertising revenue has fallen 48% since 2006. (Pew Research, 2011)
  10. 10. Readership has declined.  More people are getting their news WHEN and WHERE they want it—online 24/7.  Response to advertising is low while costs are high.  Circulation does not guarantee readership. 
  11. 11. ‣Television is still the most influential medium. TV is the primary source for: News Local weather Traffic Sports
  12. 12. ‣There are 1,114,700 TV Households (97.1%).
  13. 13. Yes, more time is spent but ONLY 6% watch television undistracted. ‣ 60% are using apps on smartphones ‣ 33% are using a laptop ‣ 37% are “time-shifting” with TIVO/DVR Time spent DOES NOT equal engagement.
  14. 14. 80% of television viewers with access to the internet are watching TV “on their own schedule”. ‣ 41% watch “on demand” ‣ 40% “web stream” via Crackle, Hulu, Netflix,,, ‣ 29% watch DVDs The Guardian, 2012, Mandate Media Study 2012 86% SKIP the commercials!
  15. 15. Harris Survey: 6 of 10 Predict Demise of Terrestrial Radio within 5 Years Most adults are choosing on-demand media sources such as Pandora and TuneIn over terrestrial radio options, citing the ability to avoid commercial advertisements as a heavy influence. (Harris Survey for Stitcher, April 2013)
  16. 16. The New Truth About Radio Satellite radio, Pandora, Spotify and iPods have carved the radio marketplace into a slivercast of music and talk entertainment creating a commercial-free environment for the listener.
  17. 17. ‣ Used for local searchespecially by older adults ‣ Old, reliable, but past its prime ‣ One-year commitment; expensive
  18. 18. ‣ Nearly 70% of adults in the U.S. "rarely or never" use the phone book. Harris Interactive Survey 2012
  19. 19. The Truth About Billboards Highly effective, especially when used to give directions.
  20. 20. The New Truth About Billboards Some of it is downright dangerous! Who can read or remember this while zipping past at 75mph?
  21. 21.     Digital marketing is no longer optional. Most media options work to some extent. A marketing plan is essential. Accountability for results solves the age-old problem of wasted dollars.
  22. 22. ‣ Internet access levels the playing field for Small Business. ‣Internet competition has reduced the ability of traditional media to reach the same mass audiences as before. ‣ Digital advertising in all of its formats (SEM, SEO, email, social media) can be measured by conversions (calls, clickthrus, downloads. ‣ Local is more important than ever before. ‣ Engaged customers are likely to be part of your marketing team by following you and sharing your content on social media and writing reviews about your business.
  23. 23.    Digital marketing yields a 7:1 return on investment. 83.9% of internet researchers made at least one online purchase in 2012. Internet users in the U.S. grew to 245 Million in 2012 (78.2% of population) HubSpot, 2012; Internet World Stats, March 2012;North Carolina State University, 2011
  24. 24. How Often Search Happens 76% of consumers use Google to search LOCALLY!
  25. 25. So people can find you! A website is a great start but there are millions of websites. What you need is a web presence – tools & strategies to help you get to Page 1.        Social media Local search Search engine marketing (SEM) Directories Blogs Email Customer reviews
  26. 26. ‣Target the Right demographic Know who your best customers and prospects are. ‣Craft the Right message Clear, concise, informative and entertaining messages produce results. ‣Choose the Right Timing Reach your customers at the exact moment they are ready to buy.
  27. 27. 1. 2. 3. 4. 5. Review your current marketing plan & media spending. Find out which half of your marketing dollars aren’t working by quantifying the results of every media investment. Develop a plan for a comprehensive web presence that includes social media, search engine marketing and mobile. Get help from an expert if you lack the time or expertise. Stop wasting money!
  28. 28. Get the InsiderAdvantageTake your business to the next stage with snackable bites of insider info delivered in a free weekly email. Opt-in today! Robin Riddell (810) 620-7590 Chris Frye (810) 620-7635
  29. 29. “Insanity is doing the same thing over and over again and expecting different results.” ~Albert Einstein