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Mobile Killed The Radio Star: How Search And Social Are Swallowing Marketing Budgets

Date: May 25, 2015

Multichannel(s): Digital Marketing, Global & International, Search Engine Marketing, Social Media Marketing

Added by: Mayra Ruiz-McPherson

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Dedes Waterfront restaurant group reduced its AM radio advertising budget and ploughed the savings into search marketing six months ago, echoing a trend toward digital spend that has accelerated as searches and conversions from mobile devices increase.

Dedes, whose seven venues include the iconic Flying Fish at Pyrmont, has long spent “between 3 and 4 per cent” of its $20 million-plus annual turnover on marketing, with digital now the largest component, according to chief executive Lisa Hobbs.

“For us that’s mostly about search; weddings and corporate functions are our big drivers and those people aren’t finding us on social media,” says Hobbs.

Likewise, the group had been spending $200,000 a year on AM radio ads, “but it’s just not as measurable; the return on investment is not as clear, so we’ve cut it for while.’

Source: BRW

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