So it’s 2019 already. You’ve seen and heard all the predictions about digital media taking over the world, and the utter and final death of legacy media. Fake news, right?
Well, let’s just say it’s “embellished news.” But for those coming out of a house built from legacy media, the we need to take stock of the situation. No, newspapers are not gone from the earth. And there are ways to market wisely outside of digital, (there’s always outdoor billboards.) But what can’t be denied is that 2019 is going to be the year that we all become digital marketers first. Multimedia? It’s not digital, it’s just another word describing a jack-of-all-trades, and remember, Jacks don’t beat Kings and Queens.
Oh yeah, about those predictions…they are not really predictions as much as they are measured forecasts based on real-world documented trends. And according to Pubmatic and StreetFightMag, here’s a high level of what 2019 will reveal for local marketing.
Digital media will drive advertising growth in 2019, jumping 11.3%. The only other growing media channel is OOH, with a modest 2.5% bump.
Print will continue its decline of recent years, sinking 17.8%, while local TV also sees a loss at 14.7%.
Digital ad spend in the U.S., now at about half the advertising market, is projected to hit two-thirds of that market by 2022.
Programmatic will account for over two-thirds of digital display ads transacted in 2019.
Mobile will continue to eat up a larger share of digital ad spend, hitting a whopping 71% of digital spend in 2019.
In-app time spent is crushing mobile web, taking 3 hours and 8 minutes of consumer attention per day to mobile web’s 33 minutes.
Video will constitute nearly two-thirds of non-social display ad spend. Video’s share of digital display has been rising for the past few years and is expected to continue its ascent through 2020. The big change is a substantial shift from desktop to mobile.
What’s different about these predictions from those that we’ve seen previously? Not much from the overall direction. But it’s safe to say that today we are well passed the tipping point of our business. Newspapers should not operate as if they are a “news” or “paper”, TV stations cannot assume anyone actually will sit thru entire programs attentively viewing commercials, and radio…well it’s radio you know.
It’s 2019, we are all digital marketers, expected to lead with digital. With more than 50% of all ad dollars going to digital, SMB’s are going there. Local businesses that are accustomed to our weekly banter about special sections and canned defense of static circulation numbers will continue to position us as a newspaper. That’s the real fake news. Selling-in-the-real-world is all about helping local businesses do more of what they want to do, with the best tools and solution possible, not about selling newspaper advertising.
Quote Of The Week
“Failure is not fatal, but failure to change might be.”
Your MOM Knows Best
BTB (Before The Blog) editions of the MOM online newsletter are now available on the About page, available from the menu in the upper right hand corner.
Check the menu navigation up top, it’s an easy access for reports and contacts that you will need to keep handy. These will be updated as we go. MOM knows all!
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NEW Wilmington and ENC Magazines…it’s about the audience.
Wilmington’s “Port City Life” moves from quarterly to monthly frequency this year, and ENC continues to grow it’s quarterly glossy lifestyle magazines. Remember, we are focusing on the “audience” not the magazines. While we carry the magazine titles to market, the B2B message is about reaching a responsive audience. All Q1 packages include targeted display and/or Facebook to extend reach to our audience. For those that are asking for expanded distribution of the magazine, remember that’s exactly what “audience extension” is about. And that’s what we do every day.
The Weeks Group will be in Wilmington helping us with sales at the end of January for the monthly Port City Life debut, more to come on that. Good luck.
NEW-ENC & Wilmington Q1 “Jump Start” packages
Everyone can use some help starting the new year. Our customers…our own sales…and that’s what the Jump Start packages are all about. Make sure everyone on our account lists, and beyond the lists (hint, hint) gets a chance to see how 2019 can start out reaching new potential customers of their own. We’ll be tracking performance regularly, feel free to reach out with questions or if you want more help surpassing your Jump Start goal.
For anyone that may have trouble locating these, MOM will have these handy for you.
UPDATE-Digital Pipeline Review…Ongoing.
- The ENC and Wilmington 28-day digital pipeline is now expanded to a 60-day pipeline. This is still sent out daily, and is also available here. (Bookmark this link.)
- Pipeline is reviewed to see what we all can do to help support sales teams and customers to come to agreement quickly with prescribed solutions.
- The review will also tell us where we are in the SITRW process to support efforts from opening, to CNA, to solutions, presentation, and close.
Note: if you are not showing up on the 60-day digital pipeline, let’s talk! 🙂
UPDATE-CRM Field Added To Note SITRW (Selling In The Real World) Activity
- While this is not “new” at this point, we do want to remind that any SITRW opportunities opened up can and should be checked as SITRW activities. The SITRW check box is available on all opportunities. Remember to use it ONLY when you are truly in a SITRW opportunity. (Not all of them are.)
NEW–Monthly GH All-Sales Call
On the last Thursday of each month, plan to gather @ 2PM EST to hear successes, ideas and product announcements. All Sales Representatives are asked to join. (While you may dial in independently, please be on the look out for notices regarding group meetings to dial in.)
Thursday, Jan. 29, 2:00 PM EST. Phone 605-472-5344, access code 831678
UPDATE-Google Advertising Training (Independent)
Anyone that wishes to increase their knowledge and understanding of Google Advertising, and improve their certification levels, is invited to sign on to your Google Academy of Ads and check out training and certifications. Google has modified their Academy and new certifications are now available in Search, Shopping, Mobile, Video, Display and Programatic, along with your currently held Google Digital Sales and Google Analytics for Beginners.
Our up-to-date knowledge base is what will be setting us apart from the competition, and the increased understanding of digital marketing will help you help our customers…it’s a win/win for all of us.
CHART OF THE WEEK
Not a whole lot more to say about this.!
(Impress your friends, your clients, and your MOM…you may not know it all but you are trying.)
- What makes people click on paid search ads? Yeah, you never look at the paid ads on SERP’s, you’re an organic type of person. But paid search still works…and works well. Why? What makes people still click on them. Check out the story here on SearchEngineLand.
- Mobile matters. If you want any more proof, Google recently reported that more than half of its search results are powered by mobile-first indexing. Local business need to know how this affects their overal visibility. And we need to increase focus on SMB mobile performance. looking at the desktop when we are reviewing capabilites for our customers. Good insights from SearchEngineLand.
- Retails need…want data. But in spite of that, many still don’t act on it. Companies that make data-driven decisions have the best chance for longevity. Yet across industries, they found that only 5% of retail and CPG enterprises qualify as data-driven. Maybe someone should help them. More on this at eMarketerRetail.