People have been forecasting the demise of traditional media for years now. Clearly, it’s on the ropes but digital has yet to deliver the knockout punch. For instance, the digital gurus at eMarketer.com predict that by 2015, 80% of the U.S. population will be online and more than half will have mobile web access. But consider the source. These guys only predict positive trends about the web. It’s their job.
The same eMarketer article states, ”BIA/Kelsey projects U.S. local online ad spending will comprise 16.2% of all local ad spending this year––a number expected to jump to 24% of all local ad spending by 2015.” That does suggest that digital media will be taking an ever-growing bite out of a local brand’s marketing budget. But let’s turn that around. If 16-24% of marketing dollars are being spent on interactive, then 76-82% are going to traditional media outlets like radio, print, outdoor and television. Not too shabby.
Still, if you are a local restaurant or bar in an advertising market like Dallas or Cleveland, your advertising agency should be advising you on how to leverage your digital assets to help you best maximize your ROI. They should be busy developing things like regular HTML E-blasts to announce weekly specials and to send birthday coupons. Your local branding agency should be making sure you have a website with SEO-friendly content, appetizing photography and downloadable menus. And they should be setting up your brand with a Facebook page and an effective Foursquare program.
Bottom line, your advertising agency should be keeping you on the cutting edge of the digital world, while making should your traditional media is also doing its job. If your ad agency isn’t doing this, then show them the future. Or, better yet, show them the door.
