Weekly Furniture World Media Note #57 from Lance Hanish-MobileFirst: Integration + New Media = Today’s Marketing
Furniture Industry News Update -
Furniture World Magazine
Mobile and digital are perceived to be more effective than offline media in driving both favorability and online and in-store purchases.
The art of marketing has changed since the Great Recession, making for ‘fresh thinking‘ in reaching the target audience. According to Tom O’Regan writing in bizbloggers.com, surmised “For those ‘ancients‘ she could be reached reliably through television” and on occasion, print. But the world has changed dramatically since that time. The digital shift of media along with mobile on her possession constantly, the woman is now in charge more than ever in history. “She has assumed a major role in the workplace as the middle class households face more economic pressure. She is more price conscious and less brand loyal. That’s not to say she doesn’t have a taste for luxury. She’ll indulge if engaged.”
Today marketers have learned that integrated marketing demands all legacy and new media function in a combined effort to reach their target, engage their target and encourage their target to use their products. The leveraging of social media, email and legacy advertising are being used to recruit and engage potential and existing customers. Rich media, social media, mobile and video all represent NEW channels that are effective for reaching your target audience. HD video is a key in showcasing your products and how they are used.
Mobile and digital are perceived to be more effective than offline media in driving both favorability and online and in-store purchases because of results. The biggest problem is that while it all sounds good and is backed by powerful results, the majority of companies DO NOT invest significantly in new media. They are still clinging to the legacy media habits they have built through the years. This provides your company... your brand... the opportunity to take a leadership position and steal the business while your competition is asleep. They may talk like they are doing something in the new platforms of social contact, but chances are they are trying to find a way to use them without spending.
Smart companies are allocating more than 20% of their marketing budget to mobile & digital. Why? It works.
Mobile is shaping the future of marketing innovation.
Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications.
He can be reached at:
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