2009 Marketing Forecast
Posted January 23rd, 2009 by Lindsey Reminga
The 2009 Marketing Forecast meeting, put on by the Charlotte American Marketing Association (CAMA), had a great turnout; with a crowd of top marketing executives in the area, this event proved to be and important look to the future.
Each panelist made important points about past success in the industry, and where the trends are going for 2009. You can view the podcast of this event, including an additional presentation, “Online Video Revolution” at CAMA’s Podcast.
Ron’s presentation:
Filed under Charlotte NC, Media, Web Design
January 23rd, 2009 at 5:46 pm
I think the problem with the “print is dead” attitude, from a B2C perspective, is that if you put all your eggs in the digital basket you’re not effectively reaching everyone in your demographic, depending on your market of course. Sure if your market is 20-something’s with a myspace account and an unlimited text plan with verizon… print is dead. But not everyone’s company can connect with this DMA.
Print’s readership is certainly diminishing, and many are scrambling to build a web presence. But if you look at the papers like the Charlotte Observer, for example, their daily readers are still above 500,000 – today.
Ron’s looking forward, and we need that, but he’s is in a bit of a tech bubble – I understand (I live there too). However, I think you’re doing your clients a disservice if you tell them to ignore other marketing channels. I don’t remember hearing any of the panelists “discourage the slump of print media,” but I did get the sense that they understood it’s just one part of a bigger picture. You just have to back away from the monitor to see it!
January 23rd, 2009 at 6:36 pm
Chris,
I completely agree with you. Keep in mind this presentation was intended to activate conversation about a transitional movement in marketing. You are right, cross-platform campaigns produce powerful Brand activity – those that integrate print, web, pop, outdoor, and broadcast in some combination. It would be unwise to ignore any media channel as long as it continues to bring you success… and that includes print.
Digital marketing techniques are consuming broadcast (tv on demand), point of purchase (interactive kiosks), and outdoor (dynamic signage). Agencies are now exploring ways to help clients leverage their brand within these changing environments.
Best,
Ron
February 2nd, 2009 at 2:23 pm
Along these same lines, check out this report, “Printing The NYT Costs Twice As Much As Sending Every Subscriber A Free Kindle.”
http://www.alleyinsider.com/2009/1/printing-the-nyt-costs-twice-as-much-as-sending-every-subscriber-a-free-kindle
March 8th, 2009 at 8:50 pm
Nice presentation Ron, so true!
March 11th, 2009 at 2:41 am
You might find some of the info in this PDF interesting too…
“A Marketer’s Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services” by Joe Burton
http://www.aaaa.org/eweb/upload/catalog/pdfs/MG18.pdf