We all know the world is changing. We can all sense it. Things just ain’t the way they used to be. The activities that fill our days aren’t nearly what they were just a decade ago. Technology is developing faster than any of us can blink an eye. And with all these changes, the world of sales, marketing, and advertising will never be the same. Nope, not even close.
I’ve owned a small business for almost 10 years now. The way I get leads today is nothing like when I started.
You see, today’s marketing takes brains, effort, and a pursuit of excellence. It is social, all about giving, and has everything to do with teaching.
Today’s marketing is the internet. Today’s marketing is your website and social media.
A New, and Better, Era of Advertising
Yesterday’s marketing was laughable. It was essentially the antithesis of social web. It was the opposite of giving. The king was the one who had enough dollars to throw at more leads.
Luckily, for the ones that are willing to do what it takes, those days are gone.
And with them, old marketing mediums will join the Tyrannosaurus Rex, the City of Pompey, and the Roman Empire.
It could be argued that the following mediums will still exist in 10 years, but let’s skip the semantics for a moment and accept reality—emotion aside. Let’s look to the future and embrace what has been, what is, and what will be.
So without further ado, here are 5 advertising mediums that will not exist in 2020
1. The Yellow Pages
The book that has killed more rain forests than any other will no longer be in the households of millions. For most consumers, this change has already been wrought, and assuredly many more will soon follow. Because of the lack of viewers, full-page ads that cost more than most people’s mortgages will have no takers. Business owners will continue to balk at their laughable prices and direct their funds elsewhere. And with no takers, the Yellow Pages (and any other phone directory like it), will be a blip on the radar that is business marketing in the 20th century.
2. Local Radio
Yes, some radio will survive, but most of the little guys won’t have a pulse within the decade. In today’s market, the idea of selling 30 and 60 second ads to businesses and telling them that they have to do it for at least 6 months to ‘brand’ their image is utterly laughable. Radio is short-term advertising. Let’s not kid ourselves any longer and pretend it’s a viable long-term solution for most small businesses, because it simply isn’t. Too many people have learned to block out its commercials. IPods, Sirius, and the like are the new wave. The once king of the first half of the 19th century will now bow down to the new mediums technology has brought us.
3. Home Shows
If I had a dollar for every home show I’ve done over the years…….but alas, there days are numbered as well and I, along with thousands and thousands of other businesses, have finally learned to focus my energy and efforts elsewhere. Not only is the time, money, and effort of businesses squandered during such shows, but consumers can find out the latest and greatest info, gadgets, and home improvements tools online, which is much more appealing than paying $10 to walk the halls of a convention center and hear some guy yacking away about his amazing ‘shammy’ mop/broom/ vacuum/you-fill-in-the-blank.
4. Direct Mail
Sorry RSVP. Lo Siento Val Pak. The idea of direct mailers being relevant in 2010, much less 2020, is laughable. Yeah, they had their day, and were at times nice while they lasted. But with email and targeted online inbound marketing being a fraction of the cost of direct mail, the medium is soon to be dead in the water.
Honestly, this one makes me sad. There is just something special about a fresh, off-the press newspaper. But all good advertising mediums must come to an end, and newspaper is certainly no exception to the rule. Frankly, I don’t know of any intelligent marketing department or business that is consistently using newspaper advertising in 2010. The concept of spending up to thousands of dollars on one single ad, only to have it relevant for one single day, is utterly inconceivable to comprehend. Let’s see, I can write an awesome blog article, at zero cost, that will possibly bring me thousands upon thousands of visitors and leads for months upon months, or I can spend $1000 on a full page ad that may bring me a few leads tomorrow……..Golly, now that’s a tough debate.
So those are 5 mediums that will not exist in 2020. What are your thoughts? Anyone out there want to defend these mediums? What others can you see going bye-bye? As always, your thoughts are much appreciated.