Question

Topic: Advertising/PR

Online V Print

Posted by Anonymous on 8/12/2013 at 9:23 AM ET 125 Points
I'm sure there is no hard and fast rule but I'm keen to hear what others are doing in terms of more traditional 'v' online marketing efforts. Each year the percentage of funds I spend on E-marketing/social media etc increases (no surprise) but I am still reluctant to pull away from more traditional methods such as print. I work for an independent 4* hotel. what percentage split would be suggested? Thanks
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  • Posted by Moriarty on 8/12/2013 at 10:18 AM Accepted
    Splitting funds in a fashion that is wholly arbitrary won't help. Because the power of advertising lies in the response of those who look at it.

    So if you let them decide, you will be using it to meet their needs. That means it will be effective.

    Now: are you feeding back the sort of reactions you get from social media and email marketing into your printed advertising? Because this simple trick will make your ads way more powerful than before. Remember that they're really hard to measure - and email (as well as PPC) are much easier to quantify the effect of.

    So take a step back and take a look at what people are saying about you. And use it to guide your decisions. That way in a world where there are no hard and fast rules, you will have allowed your customers to determine them instead.
  • Posted by Jay Hamilton-Roth on 8/12/2013 at 5:46 PM Member
    Following on to Moriarty - have you surveyed how people have found you? I'd do more of what works, and less of what doesn't.
  • Posted on 8/12/2013 at 6:03 PM Accepted
    The underlying issue is your inability to measure results accurately -- especially from print advertising and social media. That means you will probably have to try some marketplace experiments and see what combinations of media generate the best results overall. It's called "The Theory of Everything."

    You measure the effect on business from everything you're doing, without trying to isolate each element. Then at some point you change the mix, and measure results of your new "everything."

    It takes a while, but it may be the only real answer. Looking for a universal rule of thumb is all but guaranteed to lead you to a sub-optimal approach for your market.
  • Posted by Gary Bloomer on 8/12/2013 at 10:26 PM Member
    Where are your ideal clients looking for you? That's where you need to be visible. It's far less about one kind of media versus another and far more about powerfully compelling messages over limp, lame-assed ads that offer few tangible, solidly positioned value and benefits.
  • Posted on 8/14/2013 at 11:11 AM Author
    Thanks for all of your comments. I think we generally do all of the above so obviously doing something right!
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