How do we advertise in the digital age?

With a multi-channel media plan.

The web, the Internet, podcasts, media player, digital devices like the iPhone, Blackberry and Google phones, the Amazon kindle, iPods and computers have turned the media industry upside down. As a publisher or as an advertiser, how do we cope with the fragmentation of the audience, the A.A.A. Syndrome (anytime, anywhere on anything) of the media reader-user-contributor in Web 2.0 dogma?



We change our way of doing things. We use technology to our advantage. We adapt, transform and change. We perpetuate the brand and product values that have made us strong and distinguishable. We understand the strengths and weaknesses of individual medium. We work on a cross-platform strategy to obtain leverage, frequency and impact.

Each device and media have their own characteristics. None are all encompassing, hence the fragmentation.

As for print, there is a lot to be said about magazines (we are biased of course), some of their inherent qualities being portability, durability and… appeal to the senses. This is a quality in symbiosis with the Spa industry’s inspiration.

Magazines appeal to the sense of touch. They are three dimensional objects, located in Spa-ce (pun intended). They often rouse the sense of smell either with the unique scent of ink or more apropos to us, with perfume and aromatherapy samplers. Finally, magazines stir your stare with the use of full page colour design, beautiful photography and material (paper, cardboard, wrapping, promotional objects).

Furthermore, light reflects upon paper whereas in the case of computer screens, it emanates. Higher definition photography showcases beauty products better on paper than on digital display.

Magazines are convenient vehicle for spreading information never found anywhere else. That information has to have a lasting, useful quality to it. It cannot win a race against the web unless it is available exclusively.

Often, magazine information is not covered (notice “cover”) by newspapers, radio nor television. At least not in the depth made possible by the medium. In general, a trade publication accentuates these characteristics even further. It is niche, targeted and reaches industry specific professionals.

You can take your magazine anywhere (never run out of battery), share it, leave it lying around, note it, cut it out, recycle it or archive it. Magazines make up a warm medium, they are engaging.

The web, on the other hand, is cold, calculated, searchable and measurable. Why not use these characteristics to our advantage. In a time of restraint, isn’t pertinent to learn as much as possible from an ad placement? With fewer Euros lying around and fierce competition, it is essential to place, gauge and report. Veni, Vidi, Vici. This is especially true of a Business to Business strategy.

For example, you could add a unique url (i.e. www.yoursite.com/spa-management) to your magazine advertisement and track its effectiveness. You could make the digital version of your magazine ad redirect traffic to a campaign specific portion of your site. You could create a promotion adapted small web site. You could list your ad on Youtube or Flickr, start a group in Facebook, start a micro-blogging page in Twitter and provide a link to your web site all along. Brands are identities that can draw interest. Social networks are based on interests and identities.

Are the right keywords describing your products and services? Do you “tag” your images, photos and ads to make them search-engine-friendly? Have you considered Google Adwords? Have you considered search engine optimization? What is your organisation doing for mobile phones, getting smarter by the minute? Do you analyse the online data available in the web logs of your site? What about the data made available in Google Trends, Google Analytics, Alexa and Compete?

Have you considered training online, using video? Are social networks being discussed in your marketing meetings? Will they eventually influence new products and distribution models?

Digital devices have multiplied and should be seen for what they are— content to audience touch points and, vice-versa. A winning marketing strategy will be conceived to engulf as many media as possible within budget limitations. Cross-platform publishing will actually deliver better results than conventional, one-dimensional ad placement. “The whole is more than the sum of its parts.” Aristotle.

At Spa Management Journal Europe, we understand the advertisers’ need to target, reach and find greater value. We are committed to working with you to find the best combination of web, print or direct marketing with measurable ROI and cross-platform integration.

We turn technology to our advantage. We evolve.



François Reeves,
Publisher of Spa Management Journal Europe

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Further Reading

Read Dr. Saul Berman thought provoking IBM Global Services Business Services papers. He wrote, among others, Beyond advertising, Choosing a strategic path to the digital consumer. I also recommend The end of advertising as we know it.

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