Newspapers and magazines a little thinner these days

Noticed how the local newspaper looks a little thinner lately? It is especially obvious to me in Sunday Real Estate supplement. It’s not just the current economic situation that is causing the decreased amount of print advertising, it is marketers changing their tactics in favor of online media. I have posted before on permission marketing vs. interruption marketing, and the trends indicated in the chart courtersy of Marketing Sherpa, support a more permission based approach as we see a significant reduction of traditional interruption techniques: direct mail, radio/tv, spam email, and print advertising.

Some elements of online marketing are also projecting reduced use: paid ads on search engines and online display ads. Funny, though, that I get calls almost every day from SEO scammers and online ad sales folks. These folks work from the knowledge that many businesses and real estate agents stopped evolving with technology when they built their website a few years back.
The chart shows mixed results in Web 2.0 activities. Is the 20% reduction portion due to lack of being able to integrate social media marketing to the core business, lack of knowledge of business uses of social media, or denial that social media will ever have valid marketing uses? The 48% -adding, is still very positive, and I believe we will see an acceleration of social media marketing, as traditional advertising prices continue to provide less and less ROI.

H/T to The Real Estate Bloggers

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About 

Joe Spake is a Memphis-based Real Estate Broker and Consultant. He blogs at Joe Spake's Weblog and Memphis Real Estate Buzz. Joe's Social Network.

  • Greycloak

    I like your term “interruption marketing,” truly an apt description!

    Also spot on are your comments regarding more traditional forms of marketing. I’m afraid that companies and individuals who refuse to change their marketing focus, will end up hurting themselves in the long run. Just as those who felt that online ordering, email contact, and a website was just passing fad.

    It’s important to be able to accurately judge emerging technologies and leverage them against your own current marketing, making improvements as needed. You don’t need to adopt every single new service that comes out, but throwing them all away is just shooting yourself in the foot.

  • Greycloak

    I like your term “interruption marketing,” truly an apt description!Also spot on are your comments regarding more traditional forms of marketing. I’m afraid that companies and individuals who refuse to change their marketing focus, will end up hurting themselves in the long run. Just as those who felt that online ordering, email contact, and a website was just passing fad.It’s important to be able to accurately judge emerging technologies and leverage them against your own current marketing, making improvements as needed. You don’t need to adopt every single new service that comes out, but throwing them all away is just shooting yourself in the foot.

  • Joe Spake – Memphis

    Thanks for your comment. It’s hard to let go of tradition, I guess. In my field, I am amazed at how much old-school marketing is still being taught and how little social media.

  • Joe Spake – Memphis

    Thanks for your comment. It’s hard to let go of tradition, I guess. In my field, I am amazed at how much old-school marketing is still being taught and how little social media.