Sunday
Oct312010
Is Traditional Media History?
Sunday, October 31, 2010 at 03:11PM
Advertising started out as a one-way conversation with the complacent millions who stared into the boob tube every night. It was a voice in the ears of commuters who hacked their way though traffic listening to the tunes of a happier time. Will they all switch to online movies and satellite radio?
Advertising is going through a complete transformation. Now, instead of taking for granted that a viewer is going to be complacently subjected to your message, we also need to engage them in a two-way conversation. We need to take a more strategic approach to create messages that don't just inform, but work together to engage the audience. To some it seems the only thing that works on the younger audience is playing to their short attention span. They were raised in the world of instant everything via the net. They speak digital to their friends with their fingertips glued to the keyboard of a tiny mobile devise. They also crave entertainment and they don’t have to wait until they are home on the couch playing potato to do it. Their world is literally, in the palm of their hands.
Is traditional media dead? No, but if you don’t have an online strategy you had better get one. Online will continue to occupy a larger percentage of the budget but don’t rule out traditional media out just yet. I walked into an electronics store recently and had my first tactile experience with Internet TV. Granted, the keyboard looks like you needed a master electricians license to use it but that will evolve. Even the electronically changed will be able to surf through an evening. This is the era of multi-tasking gurus who have the shortest attention spans on record. However, I just can’t see everyone surfing the net while watching a great movie and shopping on eBay.
I hear the harbingers of digital truth preaching that traditional media is history. Well, maybe it is just going through a rebirth. Will we evolve to become a commercial free, pay as we go society? Is that the intent of the Internet? In the end I believe that it will be just another media we use to reach our market. To build a great brand you need more than one medium. We are living in exciting times. However, one thing will never change.
Effective work is grounded in the right marketing strategy. One that works hand in glove with the right media strategy.
Advertising is going through a complete transformation. Now, instead of taking for granted that a viewer is going to be complacently subjected to your message, we also need to engage them in a two-way conversation. We need to take a more strategic approach to create messages that don't just inform, but work together to engage the audience. To some it seems the only thing that works on the younger audience is playing to their short attention span. They were raised in the world of instant everything via the net. They speak digital to their friends with their fingertips glued to the keyboard of a tiny mobile devise. They also crave entertainment and they don’t have to wait until they are home on the couch playing potato to do it. Their world is literally, in the palm of their hands.
Is traditional media dead? No, but if you don’t have an online strategy you had better get one. Online will continue to occupy a larger percentage of the budget but don’t rule out traditional media out just yet. I walked into an electronics store recently and had my first tactile experience with Internet TV. Granted, the keyboard looks like you needed a master electricians license to use it but that will evolve. Even the electronically changed will be able to surf through an evening. This is the era of multi-tasking gurus who have the shortest attention spans on record. However, I just can’t see everyone surfing the net while watching a great movie and shopping on eBay.
I hear the harbingers of digital truth preaching that traditional media is history. Well, maybe it is just going through a rebirth. Will we evolve to become a commercial free, pay as we go society? Is that the intent of the Internet? In the end I believe that it will be just another media we use to reach our market. To build a great brand you need more than one medium. We are living in exciting times. However, one thing will never change.
Effective work is grounded in the right marketing strategy. One that works hand in glove with the right media strategy.
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