I used to work for a publishing house, producing a number of monthly magazines and annual handbooks. We found that it was relatively easy to hold to the rate-card when selling ads for new publications or features but when it came to renewals the situation was much reversed. One of the main issues was that although a publication is essentially a form of localised marketing, the ability to measure response accurately was not available, meaning that there was no leverage for re-negotiation. We face a similar issue now when choosing the (if any) print magazines for advertising Aardvark Media, we approach them with a high level of doubt simply because we’re accustomed to the online accountability of advertising campaigns.

Although we’ve been in business since 1996 I remain constantly amazed by the ability of online marketing at a local level to return dramatic, measurable results for client marketing.

A client of ours, who are a major player in the bar and club sector, was opening a new bar in London’s theatreland. Usually for the opening night they operate at capacity and like to have a healthy queue of people patiently waiting outside to join the party. However, on this occasion, with less that 36 hours before the opening they needed to find over 1,000 people to add to the guest-list. We sent an email to their registered customers with a simple ‘click here and we’ll add you and a friend to the guest-list’. This approach meant that people didn’t have to go through the hassle of logging in or remembering their password. Within 2 hours we had added over 1500 people and within 12 hours the number on the waiting list had grown to over 2,500.

At a local level, efficient online/email integrated marketing really does have a proven dramatic effect on customer behaviour. Because of this, whilst I like print media as a tactile medium, I remain unconvinced about it’s long term prospects as an effective tool for response driven marketing. Amazon’s Kindle and other ebooks are an interesting mid-way between print media and online and I’m following their take-up with interest.