Old Media = Old Results
Organizations that continue to cling to old media are refusing to open themselves up to new results. Old media, including newspapers, television broadcasting and radio has been declining in effectiveness for marketing.
So, why do organizations still cling away? Because old media is strong media. Erik Schonfeld said in his TechCrunch blog:
industries that are used to control don’t like to give it up. Old media is like that. Even in this day and age, its struggle with control issues continues. Old media knows the relationship with its audience has changed, but it is still not quite sure how to deal with it.
Because they are not completely sure how to handle the situation they just keep plugging away with their current efforts. Because they print case studies that say traditional advertising is still very effective, the masses believe it. In reality though, traditional advertising is loosing it’s effectiveness and isn’t reaching as many true impressions.
Businesses can improve marketing results by finding new methods of marketing - through capitalizing on the social media and TEXT GENeration phenomenon. Read these articles to see how this can be done:
Marketing for the TEXT GENeration
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Comments
Great comment! Because I didn’t want to put anybody to sleep with my blog entry I couldn’t make it too long. If you want to read more about traditional advertising vs. advertising for the TEXT GENeration be sure to check out my new book! It will be available mid to the end of June. Thanks for your comment!
You pointed out that the “Text Generation” no longer pays attention to traditional advertising due to innovations in technology like the advent of Tivo, internet video streaming, downloadable mp3 content, etc. This is a great point as to why traditional methods of advertising don’t affect that generation much. However, you don’t distinguish between the “Text Generation” and older generations when you state that “traditional advertising is losing its effectiveness”. Wouldn’t traditional advertising be just as effective for older generations? It seems to me that while traditional advertising may not be the most effective way to advertise to the new generation of texting teenagers, it may still be quite effective for the baby boomer generation and the elderly, who still read magazines, newspapers, and watch television without the benefits of Tivo.