Marketing today is in a constant state of change as we have to keep a watch on consumer behavior and the new technologies that have an impact on the way consumers shop. Here’s a chart from EdisonResearch.com that should remind us how much things have changed in the last few years.
If you sell to women and had any doubt that you should be moving your local ad budgets to the Internet, this should put those thoughts to rest and reinvigorate your online efforts.
In the article they also note,
In the Moms and Media 2012 report, we see that over a decade, moms’ time with the Internet has soared and she is logging well over 2.5 hours per day online. By comparison, in 2002 she clocked in only 53 minutes. Technology allows Mom to use the Internet for almost everything: shopping, banking, social networking and looking up information not only for her but for the family.
In light of this chart alone, I’m amazed at how traditional advertising techniques still dominate most brand’s ad builders and co-op rules when it comes to retail advertising. I know it’s much more difficult to have a local digital strategy that addresses social, search, mobile and whatever is coming next, but relying only on the formerly tried and true traditional media has become a sure strategy to failure.
I suggest you send Mom and e-card this Mother’s Day.