Came across a fascinating study from eMarketer and picked up on Mashable, breaking the news that this year, online ad spending is expected to surpass that of the print space – magazines and newspapers:

http://mashable.com/2012/01/19/online-advertising-surpasses-print-2012/

To which we say…what took so long?

We’ve been hearing about the death of print and other forms of “old school” communications for years now.   If you add up the amount of time and ink (digital or actual ink) spent trumpeting the primacy of all things digital, that contest was over long ago.  So here we find out that 2012 is the year the worm has finally turned?  It’s almost hard to imagine, the way print has been written off and buried long before now.

We’re not here to say this is wrong, that digital is a fad, or that ink on paper is poised for a comeback,  or anything like that.  Far from it.  But what the article fails to point out is that a good amount of what is being counted as digital spend is no doubt being funneled into online brands that have an offline media counterpart.  Thinking of obvious players like  nytimes.com, wsj.com, and some stunning digital editions of mainstream consumer magazines across a wide variety of categories.  The point is, advertisers are buying access to specific audiences and brand franchises; the media form they appear in matters of course, but the key for marketers is — where can I get my brand involved with that audience?  The best and most vibrant “print” properties have their brand extended into multiple media form “buckets,” including of course digital and social media.

So, before we start chiseling the headstone for “Print,” let’s take a moment to remember that there are some fantastic brands that, way back in the days before Al Gore bestowed the internet upon us, developed followings and nurtured passion among their readers.  That their readers can now access those brands via battery-powered tools can only enhance a great brand’s ability to engage its audience.  And the really good ones have already figured this out.  Have a look at some of them, and make sure your clients aren’t missing out.

This week one of our clients, and contributing companies – Targeted Social, was recognized by Mashable for entering the social media advertising milieu for politicians by harnessing a new product for their new division called Socialitical. And we couldn’t be happier for them. The company is run by Corey Gottlieb, a friend and favorite Scarlet Heifer contributer, and they are on to something big here. As politicians try to embrace voters in a muddled field, they need to be smarter than ever before and reach untapped groups in new and imaginative ways. To do this they need new and imaginative channels. Enter, Socialitical. Catchy name, huh? (Yes, we developed it, if you must know.)  They harness the power of super targeting software for Facebook to reach prospects for politicians with unprecedented value and insight. Pretty cool, right? Difference makers. We’d say. So, we feel honored to have not only have helped shape their brand through website development for both their companies, logo design, name creation and strategic insight, but we’re excited to be a small part of this new and game changing product.

It’s truly an honor to have contributed to their brand’s success. Way to go Corey!

Steve Jobs, with the Apple II, 1984

At the risk of adding to the already massive volume of (well deserved) words on the legacy of Steve Jobs…let me first acknowledge that as an agency (and we are not alone in this), we often invoke the names Apple and/or Steve Jobs in conversations and meetings with clients.  Have done so for years.  I can’t even count anymore how many times I’ve copied and pasted that apple-with-the-bite out of it icon onto a Keynote slide, as a visual touchstone make a point about something done right, or well, or in truly integrated fashion, or all of the above.

The creative industries have always been the core of the Apply buyer base, so our affection starts there.  Art people love Apple for its spare yet elegant design motif that runs so strongly and consistently through everything the company makes, says, or shows;  Strategy people love the way the Brand, going all the way back to “1984″, has never really bothered to sell itself as a technology product, when its competitors were locking horns in RAM and GigaByte scrums. What made Apple special was Jobs’ understanding that he had to have both of these  - art and science (so to speak) – walking the same path, locked in unbreakable embrace.

Usually when we invoke the Apple or Jobs name in a client setting, we get one of two responses:

“yeah, they sure know how to do it right”

or

“but I’m not Apple…I dont have 20 gazillion dollars to spend on marketing and I don’t have super-awesome technology like they do.”

Our point is, if there is anything that Steve Jobs left as a legacy for marketers, it is this:  you really DO need to Think Different.

What Jobs understood is something that applies to anyone involved with sales or marketing communications:  he was selling dreams come true, or at least that possibility.  He was not selling chips and gizmos.  He was the master at taking it to the next level and connecting with the emotional cortex that no amount of research or segmentation studies will ever truly be able to define (let alone adequately measure).  Sure, it helps to have truly differentiated products that deliver.  But Jobs had at least as many failures as successes on that front (anyone remember the Lisa?)…what never changed was the way he went about connecting his products to The People.

A good example from the annals of Jobs:  as the story goes, the name “iMac” was created to solve a very specific communication objective — to communicate that this new Apple product was “internet ready” (back when that was an emerging important feature for a computer).   So, adding the “i” prefix to that product and others that Apple had in the pipeline was a clever, elegant solution to getting the “internet-ready” message across.

What Jobs understood was that it had to be so much more than that.  What did “internet-ready” mean to the person who was going to buy this product?  So when he introduced the line to an audience, there he was, calling out the power of the “i” branding.  The “i”, he said, stood for things like inform, inspire, imagination, individual…and oh yes, it signaled internet-ready.

He wasn’t blowing smoke.  He knew that what internet connectivity was really all about was opening up a world of possibilities – of magic –  that even he could not fully envision.  Apple was enabling access to the dream of having magic at your fingertips; this is what he sold.

That is the lesson of Apple and Jobs, for marketers and advertisers.  It is not just about great products, breakthrough features, beautiful ad campaigns, and tens of millions of marketing dollars spent.  It’s about understanding what you are really selling to your prospect or customer when you pitch them your product or service.

And for that, you don’t need tens of millions of marketing dollars.

But you absolutely do need to Think Different.