ChaCha. Ask Away.

Just read an insightful article in MediaPost called “In Search of True Value” by Bob Rose. Bob is the Executive VP/Director of Account Services for Seiter & Miller Advertising. He talks about the changing media landscape and how “hype” around new media distorts reality. He writes,

“Their hype is way out in front of their current utility to marketers. Sorry to all you digital yackers: Facebook, Twitter, Digg and the others are just not, at the moment, a marketing home run. Google was a game changer because it brought great utility to both end-users and marketers. Social networks are great for end users, while marketers scratch their heads on the outside looking in.”

At ChaCha, we talk to marketers everyday who are scratching their heads. They want to leverage new digital media (particularly mobile) but aren’t sure how.

Since our focus is mobile advertising and marketing, we tell them that mobile shouldn’t be a replacement for traditional media, but an excellent and efficient way to extend or enhance your message.  This applies to TV, radio and of course — print. I agree with Bob’s most important point, “Brands of the printed word will always command credibility, relevance and a value that end users will pay for.  Smart advertisers will follow engaged audiences as they always have.”

Here is my simple message: Mobile advertising and marketing can make old media new again.  Mobile devices are always on and reach virtually everyone. It’s very simple to integrate a short code into a print, TV or radio campaign to drive mobile loyalty lists or coupon redemptions. A mobile advertising campaign can enhance your message by reaching an engaged audience when they are most receptive. We’ve seen brand metrics (awareness, affinity, purchase intent) improve dramatically when mobile is carefully integrated into an overall campaign.