So more and more marketing dollars are moving online. Print is an endangered species - the publishers have to wise up and find a new business model where all their content is moved online and offered for free. That's the mantra. Oh and while they are at it why don't they look at what happened in the music industry and take a few tips from napster and itunes?
But wait, the online world is difficult to navigate and extract the information you need. Maybe offline ads with web addresses are more likely to drive readers to advertiser websites. A quick search uncovered that in the travel sector, 286 ads with web addresses drove consumers to the website, versus 100 ads that did not include a URL. This means advertisers should always include a web URL because consumers can't be bothered take the time to search for a website, particularly in low intertest categories.
We have been working on how to connect the on and off line version of the consumer journey (all help gratefully received). I also love magazines like GQ and increasingly free sheet Shortlist. I would suggest (based on a sample of one)that magazines consistently drive web traffic and online searches, and that magazine ads generate web traffic at all stages of the customer journey, not just searching and learning
So maybe its not all over for print media maybe print and online will co-exist and help each other instead of the web rolling over mags? I would love your views
4 comments:
That's totally wrong. You are an idiot.
Hasn't research (sorry, can't recall a particular study) shown that a lot of people use search rather than typing in the URL which doesn't support the point you're making.
Perhaps the inclusion of a URL simply confirms a web presence so confirming that consumers aren't wasting their time by going on-line.
Steve Simpson's a douche
What's with all the abuse readers? Not very friendly or constructive more to the point
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