magazines
In a new study by Brandmuscle, hundreds of local dealers, agents and franchisees across a wide range of industries indicated that “traditional media (newspapers, magazines, radio, television, yellow pages, coupons and billboards) continue to play a significant role in local marketing.”
Respondents rated their level of satisfaction with a variety of traditional marketing tactics. Surprisingly, they chose coupons as having the greatest satisfaction, with newspapers having the least. Coupons performed well in terms of overall satisfaction and were the most widely used tactic with 83% of respondents using them and 77% of those saying they were either somewhat or very satisfied with the results.
Interesting that daily deals like Groupon, had just 29% of respondents using them and nearly one in four stating they were “least satisfied” with the results. Daily deals also topped the list of tactics that affiliates felt were “too risky” (14%).
Other Data to Note:
Of all the ways you thought your prospects could find your business or nonprofit organization online, which of the following do you think is number one?
- Social networks
- Links in e-mails
- Search engines
- QR codes in print media
So, which one did you choose?
Well, according to Forrester Research and MarketingCharts, “online adults in the U.S. are more likely to discover websites via natural search engine results than any other means.” Surprised?
Respondents were asked how they typically found websites they had visited in the prior month, with 54% pointing to search, up from 50% the prior year. Notably, social networking sites moved up a couple of notches to the second spot in the website discovery rankings, typically used by 32% in 2012, up from 25% in 2011.”
One important takeaway from this study.
Don’t give up on e-mail marketing. In 2012, 26% of respondents said that they typically found websites as a result of emails from companies or brands, up from 15% the year before.
Other findings:
- Paid search results were cited by 18% of respondents, a big increase from 8% the year before.
- Offline sources had a role too: newspapers/magazine articles (18%) and TV shows or news stories (15%) were used by some.
Which method do YOU use to find Web sites?
Of all the marketing studies I have read this year, most have underscored the popularity and ubiquity of digital marketing as the “be all and end all.”
Until now.
In “Click Here: The State of Online Advertising - New insights into the beliefs of consumers and professional marketers” October 2012, research firm Edelman Berland, on behalf of Adobe, reports some interesting findings.
Traditional media is considered to be the best for marketing and advertising by consumers and marketers. Holy cow!
Take a look. Newspapers, TV, word of mouth, and print publications top the list. Maybe someone should tell newspaper and magazine subscribers? 
So, what do you think? Will you be taking a fresh look at print marketing now?
