The Future of Print Media: Why It’s Here to Stay

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There’s no doubt we live in a digital age. We’re bombarded with new technology on a daily basis. With things like smart phones and tablets, content can be consolidated onto a tiny digital chip and can be available anywhere at any time. With this kind of accessibility and so many bookstores closing and newspapers struggling, we wonder whether print media is really going obsolete.

Marketers know that print media is still valuable to advertising campaigns. It offers different advantages that digital advertising cannot. Print media can still be useful, and you can be sure it’s not going anywhere anytime soon.

With online advertising, it’s true that it’s easy to reach a large number of people in a short amount of time. But with print, your audience can be much more targeted. Where a print ad is published can determine a specific demographic. This means that the print advertisement’s audience will be more interested in the ad than the online audience.

The digital world is fast-paced, so who really has time to stop and process an ad? In the slower and more contemplative print environment, advertisements can last both physically around the audience and mentally in the minds of the audience.

It’s important to understand that while some of your audience may have swiftly made the switch to a digital life, not everyone is adapting so easily. The advantages of digital advertising will not work on a traditional audience. This is why an integration of both types of media is necessary to create a successful campaign.

The digital world may seem like it has everything, but as for the value of print media, there’s no app for that.

Give The People What They Want

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To gain interest in your brand, you have to go where your customers are. These days, consumers are all over the social media market, presenting infinite possibilities for promoting your brand and connecting with them. But before you go diving head first into the social media world, it’s important to understand what your customers want from you. Do they want interesting information? Conversations? Contests? Free stuff? Here are the three main things customers expect from social media marketers:

1. Exclusivity. According to Wildfire Interactive, 67% of consumers expect to be eligible for exclusive offers when they become a fan of a brand, while 57% expect to find games, contests, and other unique experiences. Consumers want to feel like they’re getting something online that they can’t get anywhere else. They want to know that engaging with a brand through social media entitles them to something special.

2. Interaction. That same study by Wildfire Interactive says that 60% of consumers expect to interact with other customers and share their experiences. When consumers find a brand that they like, or one that they don’t, they want to spread the word and tell others what they think it. They also want to swap information and opinions with other consumers and learn about that brand from their peers.

3. Engagement. Consumers, above all, want to have a mutually beneficial relationship with a brand that allows them to interact with other consumers and the brand itself. They want to know that their voice is being heard and that the feedback they’re giving is doing something to help, and that the brand wants to help them in return.

Looking for help with your customers’ expectations of your brand? Quinlan can help with your social media marketing. Contact us to get started.

Surviving in the Social World

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Last week, I had the pleasure of attending the Advertising Club of Buffalo’s AdLab event on social media.

The event was a panel discussion featuring some of Buffalo’s best in the social media world: Liz Chatterton of Kegworks, Kevin Evanetski of Social Yeah, Karen Fashano of VisitBuffaloNiagara.com, and Ben Kirst of Buffalo.com.

The panelists spoke on their experiences with social media from brand personality and strategy to measuring ROI and analyzing success of social media campaigns.

Here are a few key take-aways from the event:

Your brand personality should shine through in everything you do. Especially in social media, it’s important to connect with your customers and audience on a personal level. Partake in light conversation, and put a face behind a message whenever possible. Engagement and building relationships should be the main priority, not ROI.

It’s important to have a team you can rely on. Social media, if done correctly, can generate a lot of discussion – so much that it may be overwhelming for one person to handle. Taking a team approach can help in generating more interesting content and connecting with your current audience more efficiently.

Test your social strategy. Put together a cohesive plan for your social campaigns and stick to it as much as possible. Test your efforts on a monthly basis (or whenever you feel is fitting) and gauge whether or not what you’re doing is actually working. If it is, keep it up! If not, revise and try again. Determine your measurements of success and see where traffic is coming from, what content works best, and when your audience is interacting.

“It’s a fight for the news feed.” Take the time to develop original content. Don’t say something simple if you can provide something great! If people aren’t liking or commenting, it’s a waste of time. Spend the time to craft your messages for the platform you’re using. For Facebook, focus on multimedia. For Twitter, use clever copy. People won’t click unless you give them a good reason to!

Look to the future of social media with an open mind. But don’t stretch yourself too thin. Don’t join the “latest and greatest” social media site without specific goals in place. Remember that just because it works for others doesn’t mean it’s right for you! Do your research and make a plan before jumping in.

With all the information shared at the event, if I had to choose one major point that I took away from the AdLab, it would be this: “All social media is, is a bunch of people wearing your t-shirt.” Your audience should be proud to have your logo on their chest. Give them a reason to continue wearing it day after day, make them want to share it with their friends, and make them feel appreciated for doing so.

Thanks to the Advertising Club of Buffalo and the panelists for providing such a great discussion. The next AdLab event takes place at Templeton Landing on July 17th, featuring a discussion on Sports & Entertainment Marketing.

 

Do you have questions on your social media strategies? If you need help getting started or want to see if social media is right for you and your business, contact us!