Ladies and gentlemen, we've all heard the saying: "Don't look back; remember, you're not going that way." It's something we should all remember, and try to heed as much as possible.
But let's be honest, do we really do this? We should, especially in regard to our careers and our roles of "spinnin' the invoice printer."
In the 1800s and early 1900s, if a business wanted to get its products and services in front of an audience, it bought an ad in a newspaper. It was about the only option in the "good old days." These days, of course, the avenues and channels that a company can employ to disseminate its message are far more numerous than what we had in, say, 1985.
And here's a true story: we've actually had someone tell us that they prefer spending their advertising dollars in print magazines, that these trade publications are seen as superior to electronic advertising. Perhaps that was true in the "good old days," but how many people do you see in the here-and-now glued to their smart phones and mobile devices?
I've been to conferences recently where during sessions; there are folks who are actually paying attention to the proceedings, but at the same time are doing work on a laptop and/or checking their iPhones -- and it's something that is not seen as taboo like it might have been say, 5 to 10 years ago.
Marketers and companies these days are also looking at various social media platforms and spending ad dollars on those platforms. If you have taken the plunge and invested time and money in these social channels, how have those worked for you? Have they generated results, or have they been a waste of time and precious money?
As we stated at the outset, it's always best to look forward, not back, and social media is not going away. Facebook has more than a billion worldwide users, LinkedIn is No. 2 on the list of the world's most popular social media platforms, and Twitter and other social media platforms have been used to promote brands, products and services.
Should you devote a prodigious amount of time and marketing and advertising resources to all of these platforms? Of course not...
But here is the good news, you don't have to. In the pulp and paper industry, Paperitalo Publications has been a part of the digital age since its inception, and we can be found all over social media channels. We reach tens of thousands on a regular basis on LinkedIn, and can be found all over Twitter and other social media sites.
We are known for our content, which drives people all over the world to our electronic platforms, which, in turn, drives people to our advertisers.
We're always looking forward, and we're looking forward to hearing from you.
Steve Roush is Vice President and Publisher and Editor of Paperitalo Publications. He can be reached by email at steve.roush@taii.com.
