There is no question that we’re all digitally dialed in like no other time in history. We have instantaneous access to quite literally a world of information, news, politics, entertainment…just about everything. We are all proud, tech savvy, on-demand consumers – buying, selling, making decisions, joining causes, and forming brand affiliations all from tiny devices no bigger than our hands.
At least that’s the impression one might have. But, the reality is actually a little more balanced than that. And, though many people may tell you that traditional media is dead, it’s importance as part of the overall success of your integrated marketing strategy should not be underestimated.
While online marketing content should certainly play a part, and perhaps sometimes even the largest part of your overall integrated marketing strategy, it is important to consider your customer demographics before you rule out the use of traditional media channels. Because, yes, people do still read the New York Times and the Wall Street Journal (both have over 2 million subscribers each) and a story or an ad in one of these titans of media – and even in local newspapers – does still influence brand recognition and grow awareness. And yes, ads in a traditional publication like People magazine (3.5 million subscribers) do have an impact on sales.
One compelling reason for running a campaign through traditional media platforms is summed up by media guru Sir Martin Sorrell.
“About half of all video is watched without the sound. The scale that is used for viewership is three seconds. That is ludicrous compared to [the standards of] traditional viewership on TV or newspaper readership.”
In other words, we might spend a lot of time on our devices, but we’re not landing anywhere for very long. As Sorrell pointed out in the quote above, three seconds is the average. Additionally, for online content, some studies indicate a viewer has to see something 20 times before it leaves a lasting impression. And, while newspaper readership might be down, according The Guardian, the average time someone spends reading and perusing a newspaper – worldwide – is 16.3 minutes a day.
It’s about knowing your audience, and knowing how they get their information. It’s crucial that you have a clear strategy on how and when you want to communicate with them. If your targets are millennials, for example, a campaign exclusively focused on social and digital media is probably a good plan. But, if your target audience skews older, they probably engage with print media and scheduled TV programming on a regular basis. If that’s the case, you will want to focus a significant portion of your marketing and communications efforts – such as targeted media relations, and print, TV, and radio advertising – where they will reach a large number of your potential customers.
But, more to the point, if your audiences are mixed – which, frankly, most are – then you want to take an integrated approach, using both old school and “new” media campaigns.
To learn more about the benefits of making traditional media a part of your business’s integrated marketing approach, contact us today.
