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Loading ...A & H cohort Saul Wainwright has reacted with skepticism and a touch of disdain to the recent Deloitte & Touche survey that declares that American consumers feel that television advertising has the effect on buying habits.
He then goes on to point out that many Americans are joining social networks and that they seek out information online about product and services. They often turn to others online to get this information.
He asks, “TV Advertising still packs the biggest wallop?? Really?
My answer: ABSOFREAKINGLUTELY
Why should this be a surprise? And why is this always looked upon as a competition? It shouldn’t be because the most effective marketing strategies today usually call for an integrated approach.
Here’s some explanations as to why this survey is likely very accurate.
- As Saul himself points out, the fact that TV is ingrained in the mind of so many may make it an easy answer spew out. That leads to reason #2.
- TV is ingrained in the mind of so many. It is very much part of many people’s lives. Sure, they’re watching it less and less. But they’re more likely to own a TV before they own a computer. And yes, they’re still likely to own a computer. And be online.
- The days of passive media digestion is NOT over. It’s still here. It will continue to be here. It’s just not the ONLY game in town.
- TV can give people ‘inadvertent exposure” to products, services, events. People don’t have to be looking for it to find it.
- When it comes to local, many smaller localized companies have yet to develop an online strategy. But they may run a spot on cable.
- Not everyone is under 40 or online enthusiasts. Yep, there’s a lot of people out there that check their email every couple of weeks. If that.
- and perhaps most importantly, those online conversations aren’t advertising. They, more often than not, aren’t marketing. They are organic conversations. That’s why they work!
To me, the most compelling figure up there is not the 85 percent that say TV. It’s the 65 percent that say online ads. If one puts together that 65% and then adds in the concept of genuine social media, you’ll see a true profile of the online world and where it really stands.
Filed under: New Media Marketing, Online Marketing, Online Media, TV Advertising, Traditional Marketing, Traditional Media
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Absofreakinlutely is right. What’s also interesting to me anyway is the connection between TV and online marketing these days. One of the biggest reason on line sales are growing more rapidly than off line has to do directly with the TV marketing push. The website is about the first and last thing mentioned more often than not these days…on TV.
T
I think you are completey accurate here Jonathan. What is interesting, and perhaps I didn’t manage to flush this out, is that people still associate the gaining of information from TV. They say that TV has the biggest influence and not the website, or the interaction that they have online which ultimately leads them to make a buying decision. I think that TV is an entry point, not the point at which the sale is made. The sale is only made once you go online, check out the relevant website, chat with your buddies and join the relevant conversations do you actually make your buying choice.
I think that this report doesn’t flush out the influence of the presence and value of conversations in the buying decision.
TV dominates but it doesn’t make you buy!!