Technology for Traditional Media
Comments (0) Posted by Jane McPherson
It is a tough time to be a marketer. This is no secret. Increasing media fragmentation is compromising the effectiveness and efficiency of media dollars, consumer behavior is evolving and hard to track, and the Internet has created an expectation about the interactivity and trackability of marketing. But existing technology hasn’t yet made this an easy deliverable yet and the current economy continues to drive down marketing budgets. Marketers are left to do more with less in this dynamic, ever-changing marketplace.
One thing that remains the same is that traditional media dominates media spend. In 2009, 90 percent of U.S. media budgets will be expressed in traditional media with only 10 percent of media budgets expressed in interactive media. While media dollars will shift to interactive marketing over the next five years, the shifting media dollars represent only 5 percent of expenditure – Forrester projects in 2013 that with 85 percent of U.S. media budgets will still be spent on traditional media.
SpyderLynk SnapTags enable traditional media with interactive functionality so that when a marketing device or advertisement captures a consumer’s attention and interest, the consumer has a means of interacting with the advertisement.
While the old adage is that depending on the media placement and creative, it takes 3-8 impressions to motivate a consumer in the market for a product to act, a SnapTag offers a consumer the opportunity to engage the first time they see an advertisement shortening sales cycles and increasing media efficiency. SnapTags offer consumers instant gratification; consumers snap a photo of the SnapTag, send it in and get back a promotion, discount, sample offer, etc. back from the brand they just opted to engage with moments before.
The interactive functionality of SnapTags creates an opportunity for stickier advertisements, one-to-one messaging, CRM opportunities and 360 degree marketing while also driving better media effectiveness, efficiency and tracking.
At SpdyerLynk, we want to help marketers make the most of their budgets. With 90 percent of budgets spent on traditional media, SpyderLynk offers markets a way to increase each placement’s effectiveness, interactivity and engagement – making the most of the traditional media marketers already use.
