While paid advertising remains one of the most costly marketing tools, the return on this investment continues to diminish.
The power of ads in paper phone books, newspapers and magazines is becoming obsolete. According to a 2010 Pew Internet Study reported in Audiology Online, 78 percent of adults 50-64 and 42 percent of adults ages 65 and older are online. Of those in the 55-64 age range, 57 percent are using online local searches compared to only 37 percent using print.
This trend away from print is expected to continue. Fewer people will be influenced to make an appointment at your hearing clinic because they saw your ad.
“Small business owners are paring down the size of their ad budgets, and re-thinking how these ads are used,” says Champine.