As reported in The Business Review, total advertising spending predicted for next year falls below the pre-recession level back in 2007. But this is a bit misleading: Those poor spending levels are a reflection on traditional advertising media—such as radio and television stations and newspapers—which are not likely to see growth in 2012 beyond two to three percent. But it’s not the same for online marketing.

Businesses are shifting their advertising dollars from traditional to online. As the same article suggests, online and mobile are the bright spots. The meager growth forecasted for traditional media will likely be due to the upcoming national and local elections as well as the Olympic games.

This may leave some businesses in the Capital Region confused about how to spend their marketing dollars: How do they know where to go and how much to spend? How do they know if it’s working?

The tactics that are proving to work for businesses can be found online—encompassing website and search engine optimization, mobile, email, social media, etc. Online tactics are measurable and can be changed “on the fly” in a way that traditional media can’t. Web marketing can be tested and optimized to create higher returns on investment.

Does this mean traditional media has no use? Certainly not; there is still a place for traditional media. Increasingly it’s being used to send traffic online. Remember, over 70% of purchases are researched online first. So advertisers use TV, radio, print, billboards etc. to send visitors to the website and Facebook pages. In short, a company needs a marketing plan with specific, measurable goals with a marketing plan that integrates online, traditional and other tactics. And always paired with a way of tracking and measuring these results.

Here at Burst Marketing we put clients in control of their goals. We’ll find the most cost-efficient ways to reach their audiences. And always track and measure the results.

He’d traded up to a massive new bike from what he called his “learning bike.”  He wasn’t comfortable on it anymore as he was moving on to longer rides.  He needed comfort.  And didn’t want to continue to build confidence while gaining experience with his existing classic.

His friend’s wisdom – “yeah, learning is never comfortable.”

The story reminds me of what so many business owners must be feeling.  As technology influences customer mindsets and the ways they spend their time, owners and executives are forced to learn new behaviors. Learning means change – if only in the way you think.  And change is stressful.

Learning makes you venture into the unknown, pushing you out of your comfort zone.  But you know what can be even more uncomfortable?  Losing customers.  Missing opportunities.  Losing money.

A business that allocates a certain amount of its resources to testing new marketing methods and learning what works will lead the field when the economy ultimately recovers – and will maintain and extend its lead over time.

Got learning?

Some business owners have reported an increase in productive conversations with potential new clients.  New business is being booked.  There is a small semblance of a smile forming at the corners of their mouths.

After many months (for some a couple of years) of absolutely no response to their marketing efforts there are signs of renewed life.  We’ve heard from one owner that has seen results from a small marketing effort – he seems to think that he can handle the new inquiries for now and then do a little more marketing, handle those new inquiries, and so on.

Our message to him…don’t get cocky.

Yes, customers are placing orders to catch up for those that have long been on hold.  The spending freeze over the past 18 – 24 months has led to some initial catch up business for those that have survived.

What happens when those purchases are finished?

Well, the normal marketing and sales cycle kicks back in, but with a longer time line.  We’re certainly nowhere near being out of the woods.

Marketing success cannot be achieved by turning the spigot on and off in spurts.  If you hooked your marketing effort up to a heart rate monitor, it should look something like a normal sinus rhythm.  Steady, steady, steady, pulse.  Steady, steady, steady, pulse.

This thaw is the signal that prospects are at least somewhat willing to listen.  And its your signal to warm up, approach the starting blocks and begin to jog.

Of course, there is no real replacement for personal, face-to-face interaction.  But as  cost-consciousness replaces the niceties, online interactivity is on its way to mainstream.

Some still have their doubts.  We’ve heard strong protests saying that people won’t feel comfortable discussing personal or confidential information this way.

To those who still have such doubts, consider this research excepted from mediacenteronline.com publication “Trends 2010.”

[from Trends 2010; mediacenteronline.com]

The growing demand for real-time interactions will result in more than just clones of Twitter-like-services expected to hit the Web in 2010.  Many of the most interesting and out-of-the-box innovations that will impact lives during the next  year include:

Online funerals. While webcasting a funeral may seem morbid, Funeralrecording.com and Funeralone.com are starting to gain attention because the services allow more people to share in the ceremony without the expense of travel.

Life-casting. Given the integration of cell phones, high-speed 3G services, and a growing desire to connect with people in more tangible ways, life-casting services such as Qik.com will allow users to easily stream live, quality videos from their mobile phones in real-time.

Video gaming gets physical. Taking lessons from the popular Wii, Microsoft’s new Xbox controller is the user. Called “Kinect”, players can perform dance movies or kick a ball, while a camera tracks the movements and shows the results on screen. Sony’s new PlayStation Motion Controller features a wand that helps accomplish the same person-as-the-controller goal.

Content aggregated. Digg.com and other services help web surfers find interesting stories and pictures and YouTube.com allows people to share videos. Toobla.com aggregates videos, photos, documents and Websites, to store and share them online, making content more interesting and accessible for others in a person’s network.

Gadgets for gadgets. The earlier versions of cell-phone boosters were disappointing, but the zBoost ONE, which increases connection three bars, will allow people in rural areas to participate in the mobile revolution and make high-speed access viable for everyone.

It’s not hard to understand why.

The Great Recession has made everyone gun shy. Using temporary workers is a way to hedge your bet. Wait until you can be sure business is back before taking on the expense hiring full-time workers.

26% of America’s workforce are “non standard” – temps, contract workers, and part timers. And from a risk-control perspective it makes sense.

But here’s a question:

Is your business part time? Is serving your clients and customers a part-time gig? How about sales?

The danger of a temporary work force is that they may have no real investment in your Company’s success. Caring about the job is a paycheck thing, not a customer thing.

Investing to add a qualified member of your team or paying to have a specific task done or hours filled -

Which is the bigger risk?

We heard some encouraging news.

Several of the owners and executives present reported that the 4th quarter of 2009 showed distinctly better results than the rest of that wretched year. (Henceforth known as the year which shall not be named!)

Better yet, the thaw seems to have some legs as many see continued improvement as 2010 comes out of the gate.

Last week marked the passing of an American institution; Senator Edward Kennedy. As President, his older brother John gave us a vision of Camelot.  His other brother Robert showed us great passion and determination – first as John’s Attorney General and then as a Senator from New York.

Ted Kennedy, the youngest and only brother left, combined the two and gave the American people results.

Agree with Ted Kennedy’s politics or not – there is no denying his legacy as an extraordinarily effective legislator.

Among his colleagues, he was respected by friend and foe alike.

Through the stories we’ve heard from the people he touched – family, friends, and people from every walk of life – we’ve also learned that he was loved.  And it seems particularly true for many victims of personal and/or national tragedies such as 9/11 or those who felt disaffected by the ‘system’.

Every day, our national and state legislative bodies demonstrate how few, if any, Ted Kennedy’s are left.  Leaders focused on productivity vs. power. Who encourage actual progress vs. those who toy with it.

When things change slowly over time, it is hard to notice the change.  When change is abrupt, the difference can be jolting.

The impact Ted Kennedy had will be somewhat more appreciated now that he’s gone.  Simply put, fewer items of importance will get done.  But since legislative productivity has been degrading slowly for a long time now, the danger is that it will feel just the same as it always has to most of us.

Much the same has happened to an enormous lot of long-established businesses.  Ones that have enjoyed great success, often for decades.

As time passed, business growth stopped. Then performance remained flat. And finally, sales and profits dropped.  And continue to drop.  The progression probably wasn’t as jolting as it should have been because it happened slowly. The jolt only happened in the last few years or months.

Did this type of change creep up on your business? And if so, now that many customers have gone or stay away, what will you do?

Posted by: Steve Banis