Is Print Media Dead
Is print media dead? There was a recent discussion on LinkedIn asking, “When was the last time you used the phone book?” The sheer volume of responses was not only impressive but indicative of the general trend towards Just-In-Time Advertising. With such dramatic decline in utility, where are marketing execs going to re-point these dollars?
Online marketing has surged for several reasons. One primary factor is measurability. Money spent on SEO and SEM can be tracked directly to revenue. In tight times, CFOs love and even demand this. Another factor is the ability to effectively manage the shopping experience, up-selling and cross-selling all the way through to conversion.
However, online marketing typically steers people to online sales, and eCommerce accounts for only a small fraction of total retail sales. While print media might inspire someone to get off the couch, readership is spiraling downward and largely ignored by younger generations. Social marketing has tremendous reach but is it relevant to reader behavior at the right moment? Mobile marketing can both point people to your store and inspire them to buy while they are there.
A large part of the success of the Yellow Pages was due to its utility as an on-demand resource (although I’m sure the “monopoly” helped too). Mobile marketing has the unique opportunity to recreate this. Mobile is always available. Mobile is highly-targetable, and most important, mobile is trusted. Consumers develop a very personal relationship with the mobile device. It’s a comfort mechanism and a trusted resource. It’s an entertainment device and a utility.
No…print media is not dead. In-vehicle navigation didn’t lessen the need for highway signs. It just reduced our dependence on them to feel in control. Consumers are discovering new ways to take control, finding new ways to discover brands, and finding new inspiration to buy. Mobile offers your brand a unique opportunity to connect with the shopper with Just-In-Time Advertising.
Point Inside is a mobile application that can reach millions of mall shoppers, providing shoppers with a utility to help them find restrooms, elevators, ATMs and other services. Point Inside also provides mall-based stores with the unique opportunity provided by mobile advertising to be discovered and inspire shoppers to buy while they’re in the mall.
