by Samuel Greengard, Contributing Writer at CMO.com
As CMOs and other marketing executives attempt to navigate the intricacies of today’s fickle and fast-changing consumer marketplace, it’s apparent that technology plays an increasingly critical role in driving strategies and tactics.
But somewhere between mobile, social media, and other digital channels lies an easy-to-forget reality: Old media hasn’t exactly disappeared. Indeed, television, radio, and print remain viable and effective tools for promoting a brand and capturing mind share and market share.
Sorting through this complex environment is a growing challenge–and one that requires a clear perspective. As Brian Babineau, senior vice president of content strategy and activation at Arnold Worldwide, told CMO.com: “Great scale and awareness can still come out of traditional media vehicles. Some of the most innovative advertising campaigns that have a digital, social, or content play have, at the core, made great use of television and other traditional tools to help bring the campaign story out to a larger audience.”
How can CMOs best navigate the chasm between old and new media? What goes into making effective decisions about how to define a strategy and allocate dollars? And how can an organization adopt an approach that leads to maximum synergy and bottom-line results? While there’s no template for producing results, one fact is perfectly clear: Success increasingly depends on using both old and new media effectively–and often in complementary ways.
Said Alton Adams, U.S. lead for the Customer Strategy and Growth Practice at KPMG Consulting, in an interview with CMO.com: “The goal is to ensure that you’re maximizing your marketing reach and not leaving certain customers behind because they have an affinity for old media.”