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one dimensional chart showing media influence on consumers

A Marketing article from last week covered the new Deloitte report on media influencer on consumers. Unsurprisingly TV is listed as the most influential media for consumers. Even less surprising are the old school media people scoffing at online ‘scraping in’ at third place – after magazines. The sad fact is that a lot of (but thankfully not all) marketing and brand people will look at these results and not consider the following:

• Cost of Online vs TV
• Potential reach of Online vs TV
• Indirect support benefit of Online with TV
• Consumer awareness (how many times do you remember Googling a brand? It’s just part of web life now and does not have the recall value of an advert)

The sad thing about this is that despite the fact there has never been a more exciting, dynamic and interesting time to be in Marketing, to many budget controllers believe it’s ‘business as usual’ and pour money in to TV without applying a contextually relevant figure to Online.

I loathe stats like this. Sales increase of £12m thanks to ad spots on Coronation street - what about the other activity? And how much did it cost to get amonth of ad spots on Coronation Street! I appreciate Thinkbox is TV focused but come on.

At Neoco, we’ve been saying for years that Online/ Digital is not a silo and should not be treated as such. Don’t look at these media in isolation; Digital works best as part of an integrated campaign. Integrated campaigns work best with Digital.