Bridging the Gap Between Print + Digital

We’ve all seen QR Codes.  The real reason to blame for the slow growth of QR Codes are how people have implemented them.  Here are some do’s and don’ts, when using QR Codes.

Keep in mind, there are a lot of new solutions available that are quite fascinating, which go beyond QR Codes.  These general rules would still be relevant to any of those other options that help to bridge the gap between print and digital.

Online, Offline Marketing Budgets Worldwide to Rise in 2013

Source: eMarketer, Mar 20, 2013

ROI remains a challenge, even as more dollars go to digital

Across the board, marketing budgets worldwide are set to surpass increases seen last year, as a positive economic outlook convinces companies to up their investment in outreach.

According to a February 2013 report from Econsultancy sponsored by Responsys, more than seven out of 10 companies worldwide said they would grow their digital marketing budgets this year, up from 68% last year. And 20% of companies planned to increase traditional budgets as well, compared with 16% last year.

In total, more than half of client-side marketers said they would increase their marketing budgets in 2013.

In terms of the proportion of budget devoted to digital, the report found that companies planned to spend an average 35% on online tactics. That’s actually a 1-percentage-point decrease from 2012.

For companies trying to assess the return they’re getting on their marketing investment, digital has seemed to have the measurability advantage over traditional channels for years now. However, this too seems to be changing.

While more client-side marketers said they could measure the return on investment (ROI) from digital tactics (50%) over traditional (47%), the digital figure was down from 55% in 2012, and the continuation of a multiyear decline. By comparison, the percentage able to measure traditional marketing ROI was up from 44% last year.

Digital opportunities are proliferating, and as the data expands and gets more granular, analysis becomes more challenging.

In January 2013, the greatest percentage of companies reported a good ability to measure the ROI of paid search, which is understandable given search’s longstanding role in the online marketing mix. Email marketing, also a stalwart, was just behind paid search. Mobile marketing, social media investment, video advertising and webinars were the channels that proved the most challenging to measure.

Difficulty with measurement doesn’t mean companies won’t invest in new channels, but marketers will continuously assess performance and lean on tactics with results they can quantify

Online Catching Up to Print in SMB Local Ad Spend

Source: January 14, 2013 by MarketingCharts staff

Borrell-SMB-Local-Ad-Spend-by-Medium-2013-v-2012-Jan2013SMBs will devote 26.6% of their local ad budgets to newspapers (18.6%) and other print media (8%) this year,finds Borrell Associates [download page], based on a survey of 1,756 SMBs in December 2012. That’s a slightly bigger piece of the pie than the 25.4% allocated to online ad spend. But, the gap has narrowed significantly from last year, when SMBs estimated spending 28.9% of their budgets on print media, compared to 21% on online ads.

Local newspapers and digital were the most common SMB ad buys last year, according to separate results from the report. 64% of respondents reported having purchased ads in local newspapers, slightly ahead of the proportion who had bought online ads (excluding mobile – 62%).

SMBs devote a far larger portion of their local than national budgets to newspapers, while the reverse is true for online advertising. SMBs reported devoting 31% of their national ad budgets to online advertising in 2012, compared to 21% share of their local budgets. But newspapers commanded 20.1% of local budgets, compared to just 6.2% of national budgets.

Last year, respondents also allocated a greater share of their local than national budgets on radio (13.2% vs. 1.9%), local TV stations (12.4% vs. 5.7%), and directories (7.5% vs. 1.2%). Advertising media getting a bigger proportion of national budgets included direct mail (16.1% vs. 9.1%), print – other than newspapers (10.2% vs. 8.8%), cable TV (8% vs. 3.8%), and out-of-home (4% vs. 1.5%). Those same patterns are predicted to hold true this year.

All told, SMBs are planning to spend 7.5% more on advertising this year, upping their local spend slightly more than their national spend (8.2% vs. 7.1%). National ad budgets will still command a majority 63.6% share of total advertising budgets.

Affluents Highly Engaged With Traditional Media

Source: September 25, 2012 by MarketingCharts staff

Although affluent Americans are spending more time online and adopting mobile devices at a greater rate, traditional media channels still have great reach among these estimated 59 million US adults living in households with at least $100,000 in annual household income (HHI), per results from an Ipsos MediaCT survey released in September 2012. And when it comes to ad receptiveness, the largest proportion of affluents surveyed said they were receptive to ads on TV, followed by magazines and newspapers. Other media – such as billboards and direct mail – scored highly for advertising reach, but less so for receptiveness, while radio performed better than websites on both counts.

Ultra-Affluents Show Their Affinity for Print

Data from “The Mendelssohn Affluent Survey 2012″ indicates that ultra affluents (those with HHI of $250k+) are 6% more likely than the total affluent population to read 1 or more of the print publications measured. And while the average number of titles read by affluents overall is 8.2, ultra affluents have an index score of 122 on this measure, meaning that they are likely to read more print titles than the average affluent. Similarly, they index above-average (126) when it comes to the average number of issues read, which is 18.7 across the affluent demographic as a whole.

Affluent women also show above-average readership of print publications (index score of 105), average number of titles read (109) and average number of issues read (107).

When it comes to national daily newspaper readership (among the 6 national newspapers measured), ultra affluents are 50% more likely than the average affluent to read 1 or more (36% vs. 24%). They also index above-average when it comes to average number of titles read (index score of 111), and average number of issues read (index score of 121). While affluent women are more likely than the average to read magazines, affluent men are above-average in national daily newspaper readership.

Affluents Watch 16.9 Hours of TV Per Week

The Ipsos study finds that affluents still enjoy watching TV, viewing an average of 16.9 hours per week of content, relatively unchanged from 2011 (17.6 hours). Overall, 97% reported watching TV in the past week; a June report from TVB found 90.5% reporting having watched TV “yesterday”– higher reach than for the $50-75k (87.7%) and

The proportion of affluents watching a broadcast network in 2012 remained fairly stable (at 86%, compared to 88% in 2011), per the Ipsos results, as did the proportion watching a cable network (93% vs. 94%). The most popular types of content viewed in the past week were local news (69%), movies (feature films – 68%), action and adventure (67%), comedy (63%), and drama (57%).

Other Findings:

  • A majority of affluents reported reading print publications about travel (56%), news (54%), and women’s publications (52%), with fashion and beauty (47%) and general editorial (47%) also popular.
  • 58% of affluents listened to radio in the week preceding the survey, although this represented a slight drop from 61% in 2011. Even so, the average amount of hours listeners spent with radio increased from 10.2 to 10.6

About the Data: The Ipsos study was fielded beginning in March, and received 13,794 eligible responses before the July 13 deadline. The results were weighted to demographic targets from the US Census to ensure representativeness, and the large sample size enabled elite groups such as the Ultra Affluent (N=2,997) to be profiled with reliably large sample sizes.