Join a workshop on Wednesday to demystify digital marketing |

Join a workshop on Wednesday to demystify digital marketing

Michael Bennett
Mike Bennett
Staff Photo |


When: 9:45-11 a.m. Wednesday, July 9

Where: Glenwood Springs Library Meeting Room (8th Street and Cooper Avenue)

Cost: $35 for Glenwood Springs Resort Chamber Members; $45 to nonmembers; each business will receive a $50 digital credit to the PI.

Call (970) 945-1518

See more at:

Digital media has changed the way people shop and businesses advertise. This has been an ever-escalating change in our lives over the last 20 years. Did you know that people spend more time looking at their smart phone screens today than they do in front of their TV screens? Do you think there is value in advertising on a smart phone?

“Demystifying Digital Marketing” is a workshop that I will conduct in partnership with the Glenwood Springs Resort Chamber at the Glenwood Library at 8:45 a.m. Wednesday.

As consumers, you want your information in so many different ways. Reaching you with the advertising messages you wish to receive can be one heck of a challenge for our local businesses. My goal is to help those businesses participating learn how to provide the messages you want on the platform you wish to receive them.

“Advertising” is a dirty word to some, although it is how we make many of our buying decisions. The vast majority of you in our area use the print edition of the Post Independent more than any other single medium.

They say word of mouth is the best form of advertising. And word of mouth has become sophisticated, with Twitter and Facebook as well as review sites such as Yelp and TripAdvisor.

Each of you consumes information differently, which makes this old ad guy’s life much more challenging than back in 1974 when I began my career. In those days, newspapers were king. If you printed a great offer in the paper, consumers would come. It was the world of mass marketing. Newspapers, radio, TV, direct mail, billboards and the Yellow Pages were your primary options to find information. When is the last time you opened up a copy of the Yellow Pages?

The digital world is scary and convenient at the same time. Generations younger than mine are very willing to share their personal likes and dislikes with the world. When you do research online to make a purchase, you are letting the world know of your interests. Have you ever noticed that after you have searched for a product you will see that product follow you around on the web, including on your Facebook page?

Whether, it is a targeted e-mail, Angry Birds, a digital display ad or a hidden ad disguised as a story (native advertising), you are being targeted. Our goal is to try to make certain that you receive the digital advertising that you want to see. You’ll be happy and the local business will be happy.

Yesterday we launched our first annual “Locals’ Choice Deals Store.” Seven of our winning businesses will try to entice you to give them a try with a steep discount. We hope you will take them up on their offer. If these businesses are able to satisfy you, then it is likely that you will become a lifetime customer. This will provide value in your life and will more than pay for the losses our Deals Store businesses incur with their initial offer. That’s the goal of an advertisement!

As you know, advertising pays our bills and allows us provide great content at no cost to you on multiple platforms. Read us and buy from our local businesses that see the value in you, our readers. It is a beautiful thing.

Michael Bennett is publisher of the Post Independent.

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