There is an interesting panel discussion coming up shortly focusing on the effectiveness of print media relative to online media. In the words of the panel organizers:
As a result of this shift towards performance-based marketing, sometimes referred to as the "Google Effect", technology marketing professionals are faced with increasing upper management demands to demonstrate ROI. Print advertising is abandoned as a tactic because it can’t be quantitatively measured as easily as online. Even the marketers who still see value in print media find it easier to divert marketing dollars into online campaigns than to argue with the boss.
The problem with this, is that along with the "Google Effect" you also have the "Lowermybills.com Effect". Many marketers while craving the performance-based potential of online media, are also quickly becoming disillusioned by the massive signal to noise distortion generated by the ilk of Lowermybills.com (Google is generating it’s own noise by enabling click fraud, click farms, splogs, and SEO gaming).
Ironically I’m looking much closer these days at MORE print – as in ad spreads and direct mail so this panel will be interesting. I think print will be experiencing a resurgence as this dissatisfaction grows, and good marketers have long understood how to measure the ROI of print. (For balance, I recently commented on the impact a piece of direct mail had on me – while also still appreciating the power of a great online strategy as demonstrated by the America’s Cup web presence.)
The panel is Wednesday June 6, 2007. Continental breakfast begins at 8 AM, program begins at 9 AM, concludes approximately 10:30 AM, at the The Cyprus Room, The Crowne Plaza Cabana, 4290 El Camino Real, Palo Alto, CA.
Folks from IDG, Ziff Davis, CMP and TechTarget will be on the panel. This is what they plan on covering:
· Do technology professionals still read magazines?
· What do you lose if you follow an online-only strategy?
· What is a good media mix for today’s technology marketing professional?
· What are reasonable objectives for a print media campaign?
· What role does print play in developing the brand?
· How can print media be held accountable?
· How can I sell print to my executive team?
· Where will print media be in 5 years?
· Plus ample time for an open Q&A session
RSVP to Kate Burkart – kateburkart@justmedia.com if you’d like to attend.
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