I have some news for you; dinosaurs are not extinct. At least, not marketing dinosaurs. You know the type. The ones who are resistant to change.
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A marketing dinosaur labels themselves as traditional and uses it as a badge of honour to reject any form of modernisation. You will not be surprised to hear I come across them a lot of the time. It's an occupational hazard.
Now, resistance to modernisation can sometimes be no bad thing.
Telephones can be a better method of communication than email. Electric cars still haven't gone mainstream. Trains were better in the old days (Southern - ouch - sorry!).
The same cannot be said in marketing, though.
Last week, I was sitting in a meeting with an SME where the PR & Marketing Manager was trying to justify poor results.
They spend a solid amount on advertising for their size, in the region of £15k per month - but a quick look at their marketing strategy showed the reason why.90% of their budget was in print marketing. 90%!
Now, although I work mainly online, I know print marketing has its place. It is just not 90%. Keep going that way, though, and they'll go the way of the Dodo.
Unfortunately for many SME's they don't realise this until it's too late. So I thought I'd write this blog.
A changing landscape
There are many ways to spend your money on marketing these days. Online, offline, print, social, PPC, network marketing, conferences, so on and so on.
We could go all day.
Instead of that, I've included a handy chart below setting out the way the marketing landscape is changing.
The growth areas are of course digital, email marketing is increasing the most, print marketing is going the other way.
The future of my SME above does not look good does it.
But what does it all mean?
Marketing is transitioning from print to online. Companies who adapt to this change will thrive in the opportunity it brings them.
Companies who do not will find it harder and harder.
Their pounds and pence will not stretch as far, and results will dwindle, in some cases, evaporate.
It is survival of the fittest.
At Mediatasks we know your marketing should get results. Whether it's social media, email marketing, pay per click or print - it should be part of a strategy dedicated to bringing the best bang for your buck.
Right now, that's paid social media advertising and email marketing.
In the future, it will undoubtedly be something else. The methods change, the objective remains the same.
Those who resist positive change will get stuck in the mud. And often, especially here, sink very fast indeed.
Until next time.
