What used to be fun and recreational has turned into a multi-billion dollar market mover. Social media is growing up and you are either on board with it riding the wave or you are going to be left behind.
The marketing world is no longer about single channel promotion of a business no matter how big your company. Appropriate marketing is developing a 360 degree view of your business and defining your place in the consumer world with laser focus. This takes more than the occasional newspaper print ad that has become so cost ineffective. You have to know your budget and work with someone who can help you strategically attack media with a holistic approach.
Newspaper, magazine, direct mail - These all have a place in the marketer's budget but they are just not what they used to be. Rising cost of production and distribution has drastically impacted the cost effectiveness of this media. Don't give up on it yet though, there is still a pulse and a place for print media in the marketing budget.
Let's just change the name of it and this form of advertising will be back on top in no time. With the soaring cost of physical resources it is no wonder that the world has embraced Internet marketing with such warmth. Everywhere you look, print has taken refuge in the electronic screens lighting up every morning with the first cup of coffee as people get the latest news, weather and information. Advertising is no different.
One of the hold-outs, possibly the only one, to the migration of information is direct mail. The inability to make this an online service may render direct mail an obsolete vehicle in the near future which means we will be getting less of it in our mailboxes soon. Print and postage has become prohibitive with readership in the singel digits.