The phone book has long been out the window, but did you know that the Desktop Computer is following close behind?
When DAI started up as a Digital Agency in 2010 we already had a sense of where the trends were taking us. Our phones had basic GPS, some service provider "bloatware" and funky keypads. The best app was a flashlight... and maybe a sound app for creating “body noises”. Sure you could browse the internet but did you? Not much.
Well, you do now. Wi-Fi and LTE have made our phones very fast, screens are much bigger, and the tablet revolution is in full effect. Ads for the new Windows Surface claim it will replace your computer altogether, the Google Nexus 9 just needs phone capability to become the latest Phablet (phone/tablet), and Apple’s iPhones have finally, finally gone big screen. Most of us are now multi-platform users, with syncing browser histories and apps that work on our desktop, tablet, and phone, often simultaneously. This is where we are today, until that next leap in display technology actually does replace (or unify) all our hardware.
Wi-Fi and LTE have made our phones very fast, screens are much bigger, and the tablet revolution is in full effect.
How should you as a business owner react? We help our clients to clarify their brand image and create consistent messaging that is ready for all platforms, traditional and digital. We also help figure out where ad money from previous years went and what effects it had, if any. The aim is to establish a plan that reaches the maximum number of relevant customers for the lowest cost.
We have passed the tipping point for digital media time spent per device. According to comScore, as of last summer mobile devices accounted for 60% of all online activity. Desktop computers were at 40% and continue to drop. Looking for a contact is now a matter of “googling” them, not flipping through a big yellow book. Our advice? Make yourself more easily available.
- Move away from paid advertising in print directories (aka phone books), stay in the free section. Review and verify any
generic listings that come up when you search yourself.
- Build or update to a fully responsive website. Make it the central source for your info. Trust us, in a few years there
will be no discussion about responsive, it’ll just be the norm.
- Advertise online as a strategy to supplement existing channels that you know still work for you (perhaps billboards or local cinema).
Start small, with a budget, dial in to the right demographic, have a compelling ad with a great offer, and monitor the traffic.
Want to read more? Try this article from Investor's Business Daily.