From online resource cmo.com many CMOs are rediscovering traditional media. In fact, conventional advertising and commercials still represent the largest chunk of the marketplace—about twice as much as digital media advertising in terms of total dollars spent.
And according to Lisa Noble SVP of Cramer-Krasselt of Phoenix and blogger for PR WEEK,” I applaud clients for not losing sight of what continues to be a highly effective way to tell their story and ultimately build their brand.” Ms. Noble bases her case on the following data.
From 2008 to 2013, Americans’ media consumption grew at a 5% clip annually, and by 2015 consumption of both traditional and digital media reached a whopping 1.7 trillion hours. That’s more than 15 hours per person per day, according to a 2013 report produced by the Institute for Communications Technology at the USC Marshall School of Business. What’s more, 60% of media hours are spent watching TV and listening to the radio.
She makes the case that the content also must have an audience. Traditional news outlets have spent years cultivating readers, listeners, and viewers, and they are masters at reaching target audience segments – from Baby Boomers who tune into oldies radio to sports enthusiasts and savvy business executives who monitor commentary on newspaper op-ed pages.
No one can argue with growth trends and increasing relevance and value of new and emerging digital marketing channels. The bottom-line however is traditional media remain a trusted source for information. When it comes to the news, there is no substitute for a factual, balanced story. In fact according to a June 2014 Forbes magazine article more people are finding their way back to the network TV news. Last June, in an interview with Forbes, CBS Evening News anchor Scott Pelley noted ABC, CBS, and NBC collectively added more than a million viewers to their evening newscasts. Growth in network news viewership was confirmed as well by a Pew Research study.
My take is the gains are likely a synergy/complement to digital headlines, short bites, tweets and so on being teasers and intros to topics. In other words digital and social platforms great for headlines and summaries not depth. Those seeking deeper understanding or with deeper targeted interests will click/turn to traditional media for more — both on and offline.
Per cmo.com The Wall Street Journal reported traffic from its mobile users grew to 32% from 20% the previous year, and the publication predicted that number will swell to 50% for 2014. Again, consumers are finding their way to traditional content publishers via digital platforms.
According to Prashant Malaviya Associate Professor of Marketing a Georgetown University, “The bottom line is that TV and print are more important than ever.”
And B. Bonin Bough, Vice President of Global Media and Consumer Engagement at Mondelēz International (formerly Kraft Foods) says, “In a world where content is king, TV networks and print publishers are some of the best mass content producers. They are at the forefront of figuring out ways to bring the right content to life at the right time and to the right audience.”
There is no denying that during the next few years, expect television sets to undergo some major changes. Apple is rumored to be developing a digital age set, and other tech giants are studying the concept as well.
Bough of Mondelez International predicts “Cross-screen integration will become the most powerful strategy available to brand marketers and will give new meaning to the term ‘connected experience.’”
I am and always will be a strong believer in integrated marketing. Every new and disruptive technology or business development should be viewed as a beneficial addition to the marketing resources and tool belt of the savvy marketer – not a detriment and not to the elimination of others tools but as a means for reinvention and re-purposing via integration to deliver a customized mix that is the best targeted and impactful experience for both the brand and the audience.
Or as Lisa Noble put it, “Integration is the key to success. Digital and social media have opened new channels of communication, but there will always be a place for traditional media. In public relations, our secret weapon is using a combination of tools to amplify our clients’ messages. Original content (blogs, native ads, online newsletters, and other new media posts on Facebook, Twitter, etc.) are terrific adjuncts – not replacements – for traditional media.
