Want to Get 30% More Out of Your Marketing For Free? Advertise.
According to the above data from Mediaweek, pages in shelter-related publications are down an average 30% over this time last year. Less pages doesn’t only mean fewer articles, it means fewer ads. With less advertising competition, it also means your product, service or company has a bigger share of the reader’s attention.
Here’s another way to look at it: If you drop your advertising during the recession, you’re handing your competition a bigger bang for their wisely-spent marketing buck. Money they’re using to gain an advantage over you– at a cheaper rate. Fewer pages on the publication side of things means advertising rates are lower than they were a year ago. Not only will ads have less competition, they’ll be placed at a lesser cost.
While advertising should only be one component in an integrated marketing strategy, it’s rewards can be more plentiful at a lower return on investment.
Mark Wanczak is the director of online marketing at an agency specializing in marketing for the building industry. He can be found on Twitter @Energy_Geek and at MarkWanczak.com.
