ADVERTISING
How do you see the transition between traditional advertising and online advertising?
Almost the same as it's between Internet and spam
Traditional advertising typically (not always) pushes messages at the audience, instead of creating an opportunity to engage.
People are drawn to what is emerging in popularity, such as social media today. Unfortunately, too many businesses do not have a marketing plan to prioritize their marketing strategies or tactics, and are motivated by their own personal opinions and wants.
Regardless of the medium, whether traditional or online, the creative idea should determine which medium can create the greatest impact for a better return on investment. The campaign should also consider how it could be integrated with other media and brand experience itself.
Today everything is everything. In that sense it is purely academic to talk about traditional and online.
Digital is a part of the overall advertising toolbox beside print, tv and radio. The new thing is that online is able to accelerate word of mouth. The viewer becomes a form of media him- or herself.
Traditional Advertising can only get you so far these days. Online Advertising opened up so many doors and virtual domains. It gave me an opportunity to do what I love and just run with it however far I can take it.
On-going process. Much to do. Much to learn.
I think its great,, because online advertising is useful.. But we never forget the traditional advertising.. Because without traditional advertising never born online advertising and go forward.
it's just another change in media. Digital is faster paced, more targeted and ultimately can get more engagement if done correctly, but it can tend to be glanced over and ignored more than traditional.Both will continue to exist but digital will eventually gain a majority share in advertising budgets.
I see it more as "integration" as opposed to a "transition." For example, a social media strategy should not necessarily replace a brand's traditional media efforts, but should be integrated with them. Dollars may need to be shifted, resources re-aligned, etc. but it's not necessarily an "all or nothing" mindset and they can support each other. Having said that, it's important to go where your audience is and if traditional media no longer reaches them, then a stronger online presence may be called for.
It is part of the evolution of man, and man's business. The digital age is upon us. The marriage of computers and communications has opened the door to a new kind of civilization. Apart from the visionaries, most are struggling to understand it.
I can't see the demise of traditional advertising as people always love a great TV commercial but with the groundswell of internet users - online advertising is growing at an enormous pace - it's a great way of targeting your audience in a more effective way.
no more transition right now. off and on line are (and have to do) integrated
I see it as an opportunity for corroboration between both mediums. Why not make an inside joke with the consumer? Have something stated online - then put a more nondescript statement relating to the first into some traditional ad. The people who are online will see what we did and feel drawn to the item/company being advertised. The people who get their media through traditional will wonder what it meant (after a text hint to check out a webpage) and be entertained with the thrill of the hunt. It then opens them up to more online advertising. It's a win-win
The transition is over, digital happened already; but it only affects 15-20% of media spend. Now it needs to inform and add it's personalisation power to advertising within broadcast media; connected TV, radio, outdoor and newspapers.
I love it but agencies are not prepared for it.
We've always enjoyed being measured. Now, everybody can do it with online advertising. We're even looking to take that to higher levels.
The jury is still out on the right mix: do people really like banner ads? How many people tune out Facebook ads? (Far more than respond, for sure.)
So we have a long way to go to get as accomplished in digital advertising as we all are in traditional placement, and we have to test, measure, tweak and go on.
I see this transition as a concept of brand experience. Brand experience is beyond the idea of sending advertisments to a passive public, but to engage them in the company's or prouct's adventure. For example, you can choose to advert on TV, but in the same time to attract the customers through online applications/games and so on and then grab them to atend a BTL event. The traditional advertising has not the same audience as it had before and the online advertising is hard to be made at a high level. The best strategy is to combine them and try to not forget about the human element (because beyond every display it is a human being with needs). |
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