DW's Blog

Marketing is…A Journey, A Dance, A Dream

by DW Green — March 12, 2012

In the world of similes and metaphors, a mixed metaphor is a combination of images that do not work well together. “The fullback was a locomotive, running up and down the field like a ninja.” Only Ali could float like a butterfly and sting like a bee; this football locomotive can’t move like a ninja! In today’s rich world of marketing channels, mixing traditional advertising mediums inside new digital ones is like the metaphor above, it doesn’t work very well.

The weekly print ad has an important role to play in the overall marketing and communications plan. But its effectiveness and influence has decreased with the advent of new digital marketing channels. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively, and older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers). And most certainly these trends will continue.

Newspaper print ads do not translate well in websites or mobile devices. Desktop websites do not translate well in mobile devices. Print pdf’s are not user friendly on websites nor are desktop websites user friendly with the mobile experience. So why then do so many supermarkets present their weekly ad offerings in new media channels with non-digital material? Or why do they expect their desktop website to satisfy the mobile user experience?

The beauty of new technology is its ability to connect to changing demographics and generational preferences. To effectively reach millennials, for example, a company must be skilled at using digital marketing in meaningful and relevant ways that emotionally connect their brand with their target audience.

It’s important to remember that every advertising medium has a distinct and unique purpose. So it’s wise to employ them when and where they are most effective. There are so many different ways to connect with the consumer. The challenge is to match the appropriate medium with the appropriate venue while maintaining the Brand’s voice, position, and graphic expression.

Marketing channels are constantly changing and choosing the appropriate advertising media that play well on those channels is critical.

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