Print versus Digitial Promotion

Last week I attended a seminar regarding what is commonly referred to as Web 2.0. Web 2.0 is a variety of connected online initiatives all of which are designed to give today's consumer what they want in terms of news and other information, how and when they want it. If you are reading this blog, my guess is that you obtain much of your day-to-days news and information online. Newspapers across North America and elsewhere are in trouble. Some predict that by 2012, there will be no major print newspapers in the U.S. and the same might be said of Canada. Every morning I receive an email from the Globe and Mail with the day's top news stories. It's not a matter that news is going away, the fact is there is probably more news being generated on a daily basis worldwide now more than ever. What is changing is the way in which news is being delivered, digital versus print.
That being the case, advertisers are abandoning newspapers and other forms of print media, instead redirecting their ad budgets to other forms of promotion most of which is focused online.
We have certainly seen this shift within the real estate profession. Print media has become increasingly ineffective in terms of promoting and selling property. Even the most artfully crafted print ad with multiple photos on glossy paper pales in comparison to what can be accomplished online via virtual tours, photo galleries and more. Many MLS® systems have also been tailored to now permit the uploading of documents such as surveys, aerial photos, well records, brochures etc. and many of us routinely upload these in order to make them available online. The bottom line is that thanks to digital technology more information is now available than ever before and it's available how and when you want it.
If you are contemplating the sale of your home or other property, you would be wise to ask REALTORS® you are interviewing what their online marketing strategy with be. If they can't provide you with a good overview of how your property will be marketed online, then move on and I'm not talking about your furniture. Without a strong online marketing presence, you and your furniture may not be going anywhere, anytime soon.
The same may apply to your particular business, if you are routinely using print media to promote your products or service, what steps are you taking to adapt your promotional and marketing initiatives in the age of the digital consumer? Now is the time to refocus your efforts in synch with what your customers expect. I am a big proponent of this and this blog is just one way in which I provide information to my clients.