Why it’s more important than ever to think differently about digital

As we entered into 2026 something extraordinary, yet not entirely unexpected happened. In one of our key B2b markets, three print publications closed. But what was even more surprising is the decision not to publish them in a digital format. Simultaneous media closure like this has never happened in the 20+ years we’ve been in this industry. And it tells us a lot. The way to reach, inspire, engage and influence your current and future customers is changing faster than ever, and the media is evolving at pace to adjust its offering, both editorially and commercially.

This is significant because the media itself clearly recognises that print media and digital magazines is not how today’s audiences want to access information, expertise, ideas and discover new products and services. It stands to reason. How much time do you spend on your computer, tablet or mobile compared to the time you spend reading magazines? When you need something you Google it or visit a trusted website. And when you spend time on social media you engage with the people, brands and service providers you’re interested in and value, and you connect your business to people, brands and businesses that will influence your prosperity.

“We’re essentially a marketing business that sells a premium product, not a product company that does marketing to try and sell it.”

In marketing terms we’ve reached a tipping point. Just a few years ago, print media was the predominant vehicle to gain attention and compete for a share of voice. As the media evolved to offer online and social media opportunities, the mix of activities you needed to invest in altered as a result.

In addition to PR and on-page advertising, banner ads, online editorials, sponsored content and e-shots became essential too. But things are very quickly moving beyond that point. As a business, brand, product or service - regardless of your size or budget - there’s a clear shift towards digital and social marketing, and if you’re not trained on that, your business will be disadvantaged now, and in the future. The wait time is over.

Both we and our clients see this, and those that are adapting are benefitting, and quickly. As one put it: “We’re essentially a marketing business that sells a premium product, not a product company that does marketing to try and sell it.” Our shared view and strategy is to focus on maximising their owned assets, including their website, email and SMS data. To add to this, we invest in Meta campaigns and Google Ads - for four key reasons.

Four reasons why digital matters more than ever…

1 / Customers that have already purchased on their website are already engaged, along with potential customers that have opted in to receive email and SMS communications. Via an effective e-mail and SMS platform that’s integrated with their website, we focus on building their brand through a mix of added-value content and news, as well as promoting new product launches and sales promotions.

2 / They’ve built a strong social media presence and this is where the majority of their clients and potential customers spend most of their time. In addition to inspiring audiences with social content, we also know there’s more potential customers to reach. So, we invest in ongoing Meta campaigns to build awareness, engage relevant users and launch sales promotions. We let the social be social and complement this activity with independent marketing campaigns.

3 / We also know that people search primarily on Google for what they do, but not always specifically for their brand. In a market with so much choice, and with so much competition, we invest in ongoing Google Ads and add specific tactical Google Ads campaigns to increase relevant site traffic and maximise sales potential, whilst also building their brand awareness and reputation online. This is effective to the point where the only question now is whether we should invest more.

4 / Digital is more affordable. Many of the businesses we work with are SMEs and small enterprises. They can’t compete with the budgets of global brands and advertise relentlessly in magazines and across their media spectrum. But they can compete on social media and Google for a fraction of what media outlets cost - and to great effect. The combination of Google Ads, social marketing and database marketing is growing sales, building their brand and enhancing their reputation in a positive way, and it’s delivering a tangible, measurable ROI and ROAS.

Of course, in a digital-first world this is all key to growth. But you also want to connect with audiences on a human level too. To ensure this, they attend events and expos and will continue to work with the media in a positive yet tactical way. But the evidence is clear. With detailed insights and analytics from websites, E-marketing and SMS platforms, social media campaigns and Google Ads, a consistent approach is delivering results and growth that would not have otherwise have happened.

Change isn’t coming…it’s here.

For years now, magazine circulations have been in decline and the print media landscape is shrinking. At best, in one of the sectors we operate in, print circulations reach less than 5% of the total market size. So, you have to ask yourself. How are you going to reach the people you need to now and in the future, and how are you going to expand your media presence to reach the other 95%? Where are they, and how and where do they discover brands and businesses like yours?

Supporting the media in your industry and maintaining a presence is a good thing and we still advocate that. But it’s never been more important to realign your marketing and communications strategy to incorporate Google Ads, Meta and other social platforms, while building your website as a marketing asset from which you can launch data-driven campaigns. If you don’t do this as part of your growth strategy, what’s the alternative?

Change isn’t coming, it’s here. We still speak to SMEs that post on social media but get little or no organic ROI, yet they don’t invest in social marketing. Others dabble. And it’s the same when it comes to Google Ads and websites. The point is whether you get ahead of the inevitable and make the change now, or wait until you have no option - by which time you’ll be playing catch up with those that are already dominating the digital space.

We hope you found this article of interest? Feel marketing is a small independent agency and we partner SMEs, startups and global brands.

For more information about how we can help propel your business to success, regardless of your company size or budget, why not take 15-20mins to have a conversation?

Call us on 01372 635 638, email hello@feelmarketing.co.uk or schedule a convenient time by clicking here