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.
{ 2 comments… read them below or add one }