Digital Focus | Friday, May 2, 2014

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Online Batters Bricks
Keywords: Online Retailing

According to the Anthem Marketing Solution's semiannual market basket analysis of in-store and online pricing trends for a commonly purchased bundle of consumer products, 70% of items observed have the same price online and offline.

When there is a price difference, online dominates with 65% of observations favoring the online channel and 35% favoring offline. Overall, the convenience category for items under $20 has shifted to an online preference. Previously 58% of observations favored the in-store channel.

(Source: The Center for Media Research, by Jack Loechner, 04/29/14)
Upcoming Webinar: Social + Mobile -- Incremental Revenue for Radio

This webinar features the findings of BIA/Kelsey, with information about two fast-growing areas of digital advertising. You'll learn the key implications of both social and mobile for radio stations, and opportunities for you to add incremental revenue.

BIA/Kelsey's Senior Analyst Jed Williams will present proprietary research and recommendations for radio. He'll include case studies of successful station programs you can use as ideas in your own market.

This webinar will presented twice: Tuesday, May 20, at 10 AM, and again on Thursday, May 22, at 3 PM. For registration information, click here.

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Food Chains Offer Smartphone Payments, But New Credit Cards May Continue Dominance
Keywords: Cellular Phones | Fast Food

Mobile developers are saying: "Move over plastic," hoping the smartphone will be the new way to pay for your meal at several food chains who are using, or at least testing, electronic payments.

McDonald's, Wendy's, Taco Bell, and Subway are among quick-serve restaurants that are trying to make paying as "quick" as their service. Some of the restaurants are simply using GoogleWallet, others are developing their own apps.

(Sources: Let's Talk Payments, 04/24/14; Business Insider, by Jim Edwards, 02/07/14)

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Yet Another Media Competitor From Out of Thin Air
Keywords: Marketing

Drones are getting a lot of attention as weapon delivery systems, Amazon package delivery vehicles, even pizza delivery vehicles, and now as ad-supported media. A startup in Philadelphia is selling a new kind of banner ad...a banner hanging from beneath a drone helicopter.

(Source: WCAU/NBC10, Philadelphia, by Vince Lattanzi, 04/29/14)

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Daily Sales Tip: 2 Easy Ways to Look Like a Brilliant Digital Consultant

As a marketing consultant we need to be knowledgeable about all media, especially digital since it is the buzz about advertisers. Here are two easy things you can do to look like you've done a lot of work.

1) Before calling on your clients, look them up in Google Maps ( and click on the Reviews link. Reviews from Google+ appear as well as links to other review sites like Yahoo and Yelp. If you find negative reviews help them post replies in a positive way.

2) Use MOZ Local, a tool to see if your clients are listed on the major search engines. If they are not, you can help them login to each search site and update their listing. Or for $49 per location per year, MOZ Local will push consistent information to all the search engines. You could buy the subscription, mark it up, and manage the information for your clients.

Why would you want to be a marketing consultant? It pays better.

Source: John Potter, SVP/Professional Development, RAB

Advertising Agency Franchise Owner, Viamark - MA, CT, RI, NH, VT, ME, NY, NJ, PA, DE, NC, SC, TN, GA, FL

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