According to BIA/Kelsey (via MediaPost news) small- and medium-sized businesses will continue to shift marketing dollars away from traditional outlets to more measured and emerging media. By 2015, that group will be spending 30% of their budgets in the so-called traditional realm — down from 52% last year.
The bulk of their dollars will be spent in the digital arena — stretching from mobile platforms to social media to online directories, as well as performance-based commerce such as couponing and customer-retention marketing such as email.
See the entire article here.
The reasons small and medium businesses are shifting are simply affordability and the changing role of advertising in our culture. It used to be “reach and frequency” was the way to get your message out via mass marketing. But that was back when there were only 3 TV channels and much fewer mediums to get your message out. The networks could guarantee big audiences tuning into shows during prime time – and they charged big bucks to put your message on their shows. If you could afford it – the payoffs were nearly guaranteed. But that was the key – “If you could afford it”.
That has all changed. Markets and audiences are fragmented with multiple mediums competing for their time. Heck, I remember joking to my wife that I don’t remember when any of the shows we watch actually air – we just tune into our DVR list when we want to watch them. And yes, we zoom right on past the commercials unless there is one with a cute puppy or kitten (CMOs pay attention. If you’re going to spend big money on a TV ad – put a puppy or kitten in it – even if the product is men’s cologne or ESPN).
What has also changed is the fact that anyone can put up ads anywhere. Want to place ads on Facebook – go ahead – it’s easy. Same thing with LinkedIn. They’ll help you do it and all it will cost is whatever you dictate them to spend.
What hasn’t changed is the fact that you have to connect with your customers in real time and with authentic messaging. The best way to do that is through one on one engagement via email campaigns and social networks. But be careful – although all these vehicles are free (or very low cost) they do take up your time (human capital).
comF5’s eMarketEngine provides multiple ways to stay in touch with your customers and clients in unique and engaging ways. You can use the software to run video email campaigns or direct video email messages (doesn’t get anymore intimate than that), LIVE internet broadcasting to deliver messages, offers or products in realtime, autoresponders that can engage customers immediately after they take an action on your website – and many more options including text and mobile campaigns. All for one low price. And this one you can afford!
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