Everything you thought you knew about
marketing has changed.
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
Spray-and-pray advertising via “traditional
media” is less and less reliable.
A comprehensive digital strategy will
produce measureable results every time!
“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
“Half the money I
spend on advertising
The trouble is, I don’t
know which half.”
~John Wanamaker, Philadelphia Department Store
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
Business owners and marketers must
‣Since 1950, paid daily newspaper
subscriptions have fallen from 120%
of U.S. households to only 40% in
(Knight Center for Journalism)
‣Newspaper advertising revenue has
fallen 48% since 2006. (Pew Research, 2011)
Readership has declined.
More people are getting their news
WHEN and WHERE they want it—online
Response to advertising is low while
costs are high.
Circulation does not guarantee
‣Television is still the most influential
medium. TV is the primary source
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
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, NBC.com, ABC.com, CBS.com
‣ 29% watch DVDs
The Guardian, 2012, Mandate Media Study 2012
86% SKIP the
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)
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.
‣ Used for local searchespecially by older adults
‣ Old, reliable, but past its prime
‣ One-year commitment;
‣ Nearly 70% of adults in the
U.S. "rarely or never" use the
phone book. Harris Interactive Survey 2012
The Truth About Billboards
used to give
New Truth About Billboards
Some of it is downright
dangerous! Who can read or
remember this while
zipping past at 75mph?
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.
‣ 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.
Digital marketing yields a 7:1 return on
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
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.
Search engine marketing (SEM)
‣Target the Right demographic
Know who your best customers and prospects are.
‣Craft the Right message
Clear, concise, informative and entertaining messages
‣Choose the Right Timing
Reach your customers at the exact moment they are
ready to buy.
Review your current marketing plan & media
Find out which half of your marketing dollars
aren’t working by quantifying the results of every
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
Stop wasting money!
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“Insanity is doing the same thing over and over
again and expecting different results.”