Marketing, with a capital 'M'

We have had 'traditional media' and 'digital media' drilled into our marketing brains; the decision on which should be applied to grasp the attention of your intended audience and make your impact. Let's get a few things straight: anyone that has told you traditional media is a thing of the past, is dead- is absolutely wrong. The prevalence of traditional media today, is very much alive and thriving.

Below, we can see how the perceptions of marketers are quite skewed toward the digital age and are seeming to forget the basic traditional tools of radio and newspapers! Before the digital age of marketing, brands were confined to using traditional tools such as TV, radio, newspapers and billboards. Since the introduction and the digital age and world wide web, brands have 'over-valanced digital and fallen in love with the hot stuff'. Marketers are jumping on the latest fad without analysing whether it will deliver. Radio continues to be one of the most adaptable technologies in the marketplace and fills an important niche for consumers. Colmar Brunton study from 2018 showed that the best return on investment came when you used radio and online advertising platforms together.

Of course, I am not aiming to persuade you that the digital age and marketing is of less worth; however I am bringing up the idea that social media is oversold and potentially overused. Mark Ritson, outlines there is no such thing exclusively as ‘digital marketing’ and explains that traditional, ‘offline’ and ‘new media’ platforms are all part of the same overall marketing plan. Traditional marketing shouldn’t be used in isolation! A strategic balance is needed between the growing digital and traditional to gain the most from your communication efforts.

This visual indicates FAANG, arguably traditional medias most direct competitors increasing their spending on TV advertising and marketing over a four year period. Irrespective of the purpose of the company, TV ads have been proven to reach the largest demographic. If TV is being acknowledged and prioritised by these well respected companies, why are there still marketers saying it’s a waste of time!?

Menulog is a prime example of a brand utilising and functioning through the use of digital media and smart phone use. This TV advertisement is evident that companies that rely heavily on new media, still acknowledge traditional advertisements are still the leaders in grasping and engaging the widest audience. Very fine marketing here if you ask me.

What do you think? Rate or hate?