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Leveraging Alternative Media In A Tough Economy

By James Briggs

Given all the bad news we've received recently about the state of the U.S. economy, it appears there are very few places left for marketers to turn for good news about engaging consumers in the current environment. Most economists appear to have moved on from debating whether or not there will be a recession, to predicting how long it will last. Although the economy has definitely taken a turn for the worst, there are alternatives to the slash and retreat strategies that have become all too common for many marketers when faced with the uncertainty of an economic downturn. Instead, now might be the perfect time to further diversify your media mix via alternative channels such as mobile to get more out of your marketing dollars.

Over the last several years consumers have given plenty of evidence of their growing dissatisfaction with traditional media channels such as radio, TV, and newspapers. For evidence just look at the year-over-year ratings on just about any TV show that isn't American Idol; the decline in newspaper circulation at most major publishers; or the growing adoption of DVRs and other consumer enabling media platforms. During this same time period we have also witnessed the rise of more personalized media platforms such as mobile, video game advertising, digital out-of-home media, social networking sites, and user generated content portals.

More than a few marketers appear to be taking note. Per PQ Media, a leading econometrics provider for alternative media, alternative advertising spending, including online & mobile advertising and entertainment & digital out-of-home advertising, climbed 25.8% to $39.22 billion in 2007. Moreover, alternative advertising represented 17.7% of overall ad spend in 2007, up from a 7.0% share in 2002. By 2012, PQ Media's analysts estimate that one out of every four dollars spent on advertising and marketing will be used for alternative media channels.

As you consider diversifying your media strategies, mobile marketing is a channel that you will want to give considerable thought. With over 256 million U.S. mobile subscribers, mobile is one of the most proven and capable alternative media channels available to marketers seeking innovative alternatives. When integrated into your brand's media mix, mobile can deliver a personalized experience and engage audiences in new, more flexible ways; enabling your existing channels to more effectively accomplish what each does best.

Additionally, below are just a few recent findings about mobile marketing that point to its growing prevalence in the media mix:

  • According to research firm eMarketer, worldwide spending on mobile advertising totaled $2.7 billion last year and is expected to hit $4.6 billion in 2008, rising to $19.1 billion by 2012.
  • One in three mobile phone users in the U.S. or 78 million people have seen or heard advertising on their phones within the last three months, according to the Mobile Advertising Report, a joint survey conducted by GFK/NOP Research.
  • In a new study, Forrester reports that 83% of marketers believe that mobile will become a more effective platform over the next three years.
  • The Association of National Advertisers recently surveyed its members and found 38% of multicultural marketers are using mobile marketing, compared with just 28% of general-market advertisers.
  • African Americans and Hispanics score the highest percentage of mobile advertising recall of all demographic groups. In a recent study conducted by GFK/NOP Research, African American audience scored the highest reaching 56 percent, followed by Hispanics, 36 percent, and Caucasians, 27 percent.

If recent trends hold up, as they are expected to, it is becoming increasingly clear that alternative media channels are going to play a greater role in the media mix for the foreseeable future. After all, new media channels such as mobile are providing marketers an opportunity to close the door on a long period of inefficient, blind and disruptive marketing; and open the door to a more transparent, cost-effective integrated approach to marketing. Further, integrating these channels into your strategies now, while your competitors are distracted with staff reductions and other cutbacks, could position your brand to be the leader once the economy bounces back. And of course, Briabe Media's team is always happy to assist.