FitchRatings is out with an annual forecast of what marketing and media buying across multiple mediums will look like in the new year. Given economic conditions, it is unsurprising that 2009 is forecast to be one of the worst years in the past 50 years for a decrease in local and national ad spend.

Certainly, this is very bad news for most media outlets. Anything print related is going to continue getting slaughtered…newspapers, magazines, yellow pages and other directories are all looking at significant declines in revenue. TV will be impacted due to the high cost of the medium. Direct mail, outdoor and radio will also likely see some decline, but not as bad because of the relatively low cost for such campaigns.

Digital media is likely to see an uptick, though. Online advertising, email marketing and mobile are all very, very inexpensive versus the cost of traditional media. Digital marketing formats are also much more capable of facilitating efforts to target a marketing message to a niche group. Digital formats allow the intended audience to converse with the marketer or brand, providing an engagement opportunity and, is therefore, much easier to measure ROI against.

But, there’s three very significant advantages that mobile has over the other forms of digital marketing…
1) mobile marketing can be integrated in almost any other form of advertising…TV, radio, print, outdoor, direct mail, product packaging, promos, etc.
2) mobile marketing reaches the individual and is ever-present, always available to the audience
3) mobile marketing provides a wide breadth of engagement options…there’s mobile web, installed applications, mobile advergaming and more…it’s not just about text messaging anymore

So, for marketers looking to have the best possible ROI from their marketing dollars…it’s time to look at mobile!

And, for traditional media outlets needing to fight off a decline in revenue, remain solvent, and develop a competitive advantage…it’s past the time to look at mobile, there’s plenty already doing so, so you better take action now!

The mobile solutions architects at OTAir are ready to provide reinforcements to your marketing woes in 2009. Whether you represent a brand pressured to do more with your advertising but with fewer dollars, an agency concerned or already hit with client drop-off, or a media outlet struggling in these uncertain times…we are here to help, give us a call today at 888.898.8247 or click “Contact” at the top of our site to use our online contact form.

Oh, and if you are interested in the FitchRatings report…

http://www.mediapost.com/publications/?fa=Articles.printFriendly&art_aid=97404