As another local business announces its permanent closure, now seems a good time to remind those trading on the Isle of Wight about the importance of understanding the target audience and the digital marketing opportunities available.
Over the past few years, the media landscape on the Isle of Wight has changed dramatically thanks to the significant growth of Island Echo and the ever-changing world we live in. As such, the opportunities available to local businesses to market their product, service or event has changed.
Whilst many businesses have embraced the digital age and understand the benefits of advertising online, there are still so many businesses – small and large – that are stuck in a bygone age. I am amazed every week when I see organisations unnecessarily spending tens of thousands of pounds on traditional advertising without even exploring the other opportunities available.
The biggest downfall with traditional advertising is the lack of an immediately trackable call to action. You can’t monitor click-throughs or impressions, nor can you target specific dates or times, especially if the publication is weekly or monthly. The cost is always considerably higher too.
Older generations will naturally consume news and information in a very different way to say those in their 20s. However, as more people are introduced to the benefits of the digital world and the cost of print increases, those aged 55+ are changing their habits and are turning to websites like Island Echo instead. Did you know… the most popular age group of Island Echo visitors is 45-54, with 25-34, 55-64 and 65+ all on a level playing field.
As a business, you need to first understand who your target audience is and then how to reach them. It is worth considering that how you reached your audience 2, 5, 10 years ago may not be the best way to reach them in 2019 and beyond. If you then switch to digital, you need to ensure that the package you are taking out is suitable for your needs. Some businesses sell space based on a quota of impressions, which can be quickly used up. With Island Echo, you pay a flat rate per month for the position with no restrictions on the number of impressions or click-throughs.
Between June 2018 and June 2019, the total users visiting our website in a single month grew by 99% from 109,551 to 218,698 – a new record high in Island Echo’s 7 years of trading. In addition, page views shot up from 814,728 to 1,658,570 – an increase of just over 100%. It is therefore no surprise that savvy Isle of Wight businesses are jumping at the opportunity to advertise with Island Echo through display advertising, advertorials and features.
The growth in visitor numbers to the website has led to a 100% fulfilment of site takeovers until the start of 2020. Bookings are now being placed up to 18 months in advance which demonstrates that clients have confidence in the business and are seeing a positive return on investment. Those looking to explore this opportunity are urged to get in touch to secure dates in 2020 and 2021 – email [email protected] today.
Don’t just take our word for it… one of our valued clients recently said:
“We have selected Island Echo as one of our foremost online advertising partners… when analysing the traffic sent to our website, other than organic search, the highest referral rate comes directly through Island Echo, outperforming major providers including Yell.com”.
Our features section, introduced earlier this year, has been a great success. We have published A Day out with the Kids, Get Fit for Summer and 5 Wight Weddings Venues so far, with plenty more features in the pipeline. These features, which are displayed on a dedicated section of the website, bring a rather traditional print format of advertising to the digital world.
Island Echo is continuing to grow at a rapid pace and it is predicted that some 4,200 articles will be published during 2019 following our first, fast, free principle.
Get in touch today by emailing [email protected], calling 01983 898288 or visiting .
The post <span class=’islandechotag’>EDITOR’S VIEW:</span> UNDERSTAND YOUR AUDIENCE AND THE DIGITAL MARKETING OPPORTUNITIES AVAILABLE appeared first on Island Echo – 24hr news, 7 days a week across the Isle of Wight.