As an article in The Wall Street Journal by Steven Perlberg (072114) noted, ’After less than a decade of existence, smartphones and tablets this year will draw more money from advertisers than the centuries-old newspaper industry or the nearly century-old radio sector, a sign of just how rapidly technology is transforming media habits.’ eMarketer estimates that mobile ad spending will climb 83% this year to nearly $18 billion, surpassing newspaper and radio. Newspapers will draw nearly $17 billion, while radio will bring in $15.5 billion. Let this be a warning to those industries that continue to look at Legacy Media as their main source of reach into their prospective customer. The world is changing. The home furnishings industry has to wake up and understand that fact.
Newspapers, which have been dying for decades, have been propped up by retailers and the luxury industry who refuses to understand the change that has taken place as far back as 1980. While fewer and fewer are reading the newspaper (‘Nobody Reads The Newspaper Anymore’), retailers and luxury folks continue to waste a great deal of their budget on fish wrap. Why? They prefer it. That’s all they know. That’s what they have grown up with even if their customers no longer share their feeling. All they really have to do is get on a commuter train. Check out all the screens. Those belong to the people who no longer have or want ink on their fingers. The only reason for printed newspapers to exist is as a distribution channel for inserts. Newspaper publishers are merely distribution channels for physical distribution to a group of people who no longer care about cutting down trees to fill our waste baskets with needless inserts.
As mobile continues to claim more of consumer’s time, digital tune-in ads are helping advertisers reach their audiences via smartphone or tablet. It’s a new world, retailers.
North America, which for eCommerce purposes includes only the US and Canada, will remain the leading region in B2C ecommerce sales share in 2014, accounting for around one-third of the dollars spent on digital purchases worldwide.
So, what does your budget look like for marketing today? As the home furnishings industry gathers in Las Vegas this weekend to look at what is new and figure out what might sell, part of their time could be spent in learning how to reach their customers with today’s tools rather than those used by their fathers and their grandfathers.
We live in a new DNAge. It is mobile centric.
With more and more people using their smartphones to go online, look at their social media and read their mail, it is an absolute that your integrated marketing core must be mobile friendly.
Mobile today in the world of integrated marketing, mobile is absolutely important. It will be the most important aspect of your marketing strategy this year. That is why we say, MOBILENow!