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I get it. It’s sexy and new. Social media/digital marketing is to 2008 what banner ads were to the 90s. (Remember how they were going to change the world and everyone was going to make a killing?)
At MMG, we’ve done many a digital campaign for our clients. And the results exceeded everyone’s expectations. So I’m not suggesting that there’s anything wrong with digital marketing or using social media as a marketing tool. We know, from doing it, that it’s very effective.
But just like in the good old days of advertising, when everyone talked media mix, we need to remember….you don’t want to put all your eggs in one basket. Yesterday’s media mix might have been radio and print. Today’s media mix needs to be a blend of traditional and digital marketing efforts.
You will almost always get better results when you have a hearty mix of the two.
Jason Baer, of Convince and Convert, wrote a smart post on this topic, with a couple mini case studies to prove his point.
Bottom line — it’s not an either or choice. It’s now a "what’s the best of both?" choice. So, as you think about your next campaign and begin to formulate your media plan, remember – add plenty of ingredients and blend well.
If you’re buying media for clients or your own business — how has your media buying changed and how do you perceive the need (or lack thereof) for a media mix?
The problem with traditional media is they don’t have the digital proof or data their media actually works.
Online advertising will get the advertiser data on his advertising spending.
Capturing data online is easy as the actions and flows of people/visitors can be traced.
Capturing data for off-line is almost impossible as there is no direct link. Not really traceable on a one by one basis.
For off line media you need to be comfortable with numbers on averages, statistics.
If you can’t proof the benefit of your product easily, selling will be harder.
This is why Google mixed AdSense with Analytics in order to have the proof.
Hey ET,
Your point is valid. But…even with all we know about online behavior — can we translate it to actual sales? I know we can if the transaction happens online. But what if the end result happens in a store?
In that case, isn’t the online “proof” sort of the same as the offline “proof?” We can tell you how many people saw it. But, beyond that…sort of up for grabs.
Or do you think that’s not the case?
Drew