Moving Your Business From Traditional Media and Toward Online Marketing

People have less time and patience to read, listen and hear your message. You have less time to get the message across, so you need to use a medium that can deliver your announcements with speed, delivers your message to your target market and causes people to take action in the most simple and easy manner.

The internet has given businesses an easy, fast and low cost option for advertising. It has also provided direct interaction between the business and its clients, by way of blogs, social networks, podcasts and online video. Consumers are moving online because they can get their information for free and can do that from the comfort of home, without needing to go to the store for a paper or magazine. Your potential clients also have greater control over what they see. They are able to simply click away, if what they are looking at is not relevant to them.

The traditional media are losing audiences to the internet, in droves. Particularly with more people concerned about declining resources, rising fuel costs and global warming. Why buy a newspaper each day, which contributes to deforestation, or drive to a large shopping center using your own car and fuel, when you can have things delivered through the post by ordering online? As the price of fuel increases, the cost of print media is also rising.

Globally conscious consumers may also not be delighted at seeing hundreds of fliers bulking up their mailboxes, and if your business is one that contributes to the paper wastage, this might not leave a very favourable imprint with the recipient.

Adam (Ads) Onvids, from Perth in Western Australia, publishes blogs and articles for http://adsonvids.com.au to help you promote your local business online, using social media and web 2.0. Contact Ads at his eBusiness Card http://adam.adsonvids.com.au
Read more at... http://EzineArticles.com/?expert=Adam_V.

Latest Borrell Associates report

[Image] ...digesting the latest Borrell Associates report, “Online Promotions: The Big Shift,” but I think it’s safe to say that there are some surprising — and potentially controversial — predictions for local media. At the heart of the report is the forecast that online promotions — money that local companies spend to promote their own online initiatives, including public relations — “will nearly triple over the next five years to $22.8 billion, surpassing all other online advertising categories.” The report says “the inability of newspapers, magazines, radio and TV to prove return on advertising investment has led to a swing toward promotional spending.”

Read the rest of this great information at ‘Startling revelations’ in new Borrell report by Cory Bergman

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Know what Google is and what it wants

[Image] If 10 years ago you’d say to someone that the New York Times would be a failure, they’d literally laugh in your face. After all, it’s an established resource with a huge subscriber base reaching all across the country.

But it’s old school. It doesn’t represent how people digest news anymore.

Considering all that the internet has to offer, it’s really no wonder we’re seeing businesses, no matter what their size, who aren’t adapting, losing.

Know what Google is and what it wants. Google delivers relevant information quickly and easily. To achieve this, does Google want web pages stuffed with keywords shouting for attention or do they want real, relevant content pertaining to specific subjects?

...if you’re not constantly swimming towards new ways to find the eyeballs of your customers, your business is gonna sink like a stone.

Paragraphs above, quoted from Eyeballs Prefer Google By Tim Paulino

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Control and creativity within Australia’s media

[Image] Many television programs can only be produced because of the revenue generated by viewer interactions through telephone or SMS voting. News services extract surplus value from the costly business of journalism through repackaging and representation on the Internet and, more profitably, through mobile phones.
It is within the following three characteristics that we might begin to discern the battleground for control and creativity within Australia’s media:
* interaction is the new content: by which I mean that there is an increased significance within the media of human interaction, as opposed to the previously dominant processes of creation, distribution, reception or discussion of content;
* distracted and fascinated: by which I mean the rise of user or audience behaviours that simultaneously embody much greater levels of engagement with media while at the same time reflecting an attitude in which users are easily distracted; and
* you can get it for “free”: by which I mean that media consumers understand that while some media and some information must be, should be, and often is paid for, that equivalent, similar or better media and information products can be obtained at no apparent or extra cost.

Read the full article at Traditional media and the new media audience By Matthew Allen

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Are you beginning to the see the problem?

[Image] We want active consumers, because an active consumer is one who is buying. In this sense, active doesn’t mean getting off the couch, or even exercising, it means buying stuff. An active consumer is wonderful to brands.
Indeed, branding is about getting the name, and or product/consumer benefit in front of consumers so that when they are actively looking to buy something, they pick the thing we’re marketing.
So back to interactive. Outside of the notion that you can’t interact with a billboard, billboards certainly want to promote activity. Unlike Billboards, websites and banner ads and things that come out of the “interactive department” are interactive.
Are you beginning to the see the problem?
General advertising wants to promote activity, but it doesn’t demand it. General advertising doesn’t say, “Do it now.”

Source: Isn’t all marketing inter-active?

What is the 10% problem?

[Image] How will newspapers shift their business center of gravity online the same way most have shifted their audience center of gravity? That is the question keeping every newspaper executive awake at night.
Bill Keller, the New York Times Executive Editor and excellent editorial emissary, made the following comment in an interview:
But the Web audience is growing at a great clip, while print circulation is not. And online revenues are growing faster, too, albeit from a smaller base. If the trend continues, there’s little doubt that — “eventually” — online becomes the main business.

Here is the rest of the article Newspaper Online vs. Print Ad Revenue: The 10% Problem by Scott Karp

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Marketing Ourselves To Social Network Users

[Image] Hundreds of millions of people are using social networks. So, while traditional media weakens and goes through painful transitions, marketers are trying to figure out how to reach these newly-formed, massive and networked audiences. Involver is one of the companies trying to provide an answer. Today, it’s the pilot program of what it calls a “video marketing platform.”
The word “platform” is used by tech companies to mean any number of things. What Involver means by it is that marketers can stick marketing materials inside of online videos, distribute those videos to social network users, and get quantifiable data back about how the videos (and marketing materials) were received, that helps them continually improve their marketing tactics.

Find out more about how Involver wants to help us with social networking

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Tips from an internet marketer interview

This video provides a few great tips to help you market your adsonvids page or website, on the internet. It is an interview done a year ago, however some of the advice still applies today. Particularly localizing and being relevant to search terms used by online visitors.

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In favor of digital media

[Image] ...as if they didn’t have enough to worry about - newspaper and magazine publishers may see a perfect storm accelerate if gas prices continue to escalate. There are three factors at work here - some go beyond the current economic situation.

For starters, as gas prices go up, so will the distribution costs. This could have a significant impact on margins. However, there are larger societal factors at bay here too.

Second, there's a greater awareness among consumers of their environmental impact. At the Forbes Online Brand Summit earlier this year, Jeff Cole from USC Annenberg predicted that as this broadens, consumers will cut back on print in favor of digital media.

Read more at Are We Living in a Perfect Storm for Print Media?

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Walkley Foundation's Future of Journalism conference

It's true that newspaper sales in Australia have been holding up much better in recent years than they have in Europe and the United States. But there are local pessimists too. Eric Beecher, a former editor of the Sydney Morning Herald who now publishes websites like Crikey and Business Spectator, says that many of Australia's biggest-selling newspapers - including Fairfax Media's - are heading for trouble.

Click on the image below to see the interviews with Mike van Niekerk, Roy Greenslade and Eric Beecher.

Read the full transcript of the video from MediaWatch at this page

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Online Consumer Trends

[Image] Why is the Internet so appealing to real estate consumers? It is efficient. Instead of driving around to see homes for sale and viewing each one physically, the consumer can now get a good feel for the home (at least enough to know whether they want to see it in person), simply by viewing photos online.
Second, researching real estate online allows consumers to eliminate other marketing and sales materials. The newspaper, mail box and e-mail are full of unwanted solicitations. Online, the consumer controls the experience.
Third, and most important, the consumer can remain anonymous. Consumers curious about real estate don’t want to be solicited or sold. They want to remain hidden, and the Web provides the information they want with no strings attached.

This is relevant information to any business, not only real estate. Read the rest of Online Consumer Trends: Positioning Yourself for Success by Bill Miles

Online Advertising vsTraditional Advertising

[Image] Online Advertising offers Advertisers a targeted system of marketing that insures those who view their ads are the ones who are most likely to make a purchase. It also allows for improved tracking, as Traditional means make documenting conversion rates of advertising incredibly complicated. For example, the internet allows you to monitor the number of visitors who have viewed your website via a specific ad, as opposed to the difficulty in accurately tracking the reach of newspaper and television ads. Online Advertising also capitalizes on the vastness of the Internet and the Worldwide Web to deliver its marketing messages, thus attracting more Customers than its Traditional form.

Cher at the WholesaleU Blog lists a few of the many benefits of online advertising.
With adsonvids.com.au you can localize those benefits geographically, and take advantage of the huge movement towards video marketing online.

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Challenges faced by traditional media in an online world

[Image]

The threat of losing print advertising dollars to online media is very real. In fact, it's already happening, particularly in classifieds. No one in this room is oblivious to it. Television and radio and the yellow pages are in the same spot.

This is quoted from a speech by Rupert Murdoch to the American Society of Newspaper Editors, and note the date of the speech - April 13, 2005

The article by Rupert Murdoch can be read in full at www.guidomedia.com

The adsonvids.com.au community site will be first port of call for anyone looking for quality services and products in Perth, businesses with integrity and a high level of great service. Your site visitors will have a personal experience of you and can contact you immediately, plus so much more, as you can see in our video presentation on the home page.

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