I know this is obvious to most — the shift from physical delivery to electronic delivery continues its evolution at an exponential pace. For me, it’s not so much the shift itself, but the exponential nature of it. A recent research piece by The Outsell, cited that for “news right now” 57% of news users now go to digital sources. This compares to 33% a few years ago. Another finding is that “Readers report a 10 point drop in usage of the newspaper in just three years, and continuing plans to trim their newspaper habits.”
Again, nothing surprising about these statistics and the resulting trend, except for the speed of decay. If you are a photographer advertising in your local paper, you may think twice about it (although, I believe a small local journal has a greater chance of being read in paper form versus the Boston Globe or New York Times).
It is clear that a greater and greater percentage of the “grand” audience is looking to stay connected digitally — Facebook, Twitter, email marketing and blogs provide attractive alternatives to outbound marketing portals. To further this thought, Bob Lubell, Grand Lubell Photography, sent a long and interesting email that struck me in its simplicity but effectiveness.
There may be times during the year when we have a question to ask or an important item to tell you. Please let us know the best way to reach you by choosing from the list below:
Home Phone
Cell Phone
Text Messaging
Don’t assume your client base wants their information delivered in a homogeneous fashion nor assume they want it delivered the same way they received it 18 months ago — ask the question.
As a final observation — just when you think you have the “tiger by the tail” and the “stars are aligning” — you should never lose sight of the inherent “cycle” of most everything in life. I was speaking to Phil Cantor, Phil Cantor Photography, this week about marketing from our studio management software platform and having the latest and greatest features and capabilities to electronically measure the effectiveness of an email campaign. Phil commented that “. . . this is all fine and good, but I am wondering about your label printing feature . . . ” because he wants to stand out from all the email marketing and spend a portion of his marketing investment in “snail mail.” This is a feature we have had for 10 years, and just when we thought it was becoming obsolete, it’s having a revival.
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