‘Old Media’ still has a part to play in the marketing mix

August 15th, 2007

I read a recent article on Adweek which complimented a recent issue we addressed about the future of search engine marketing and advertising. The article entitled ‘‘Old Media’ Still Resonate, Survey Says‘ followed a recent survey by Deloitte & Touche’s Technology, Media and Telecommunications practice.

The survey of 2,200 consumers 13 to 75 years old, offered hope for traditional media/advertising and yielded some fresh insights into new-media trends. THis included:

• Nearly three quarters of respondants enjoyed reading magazines, despite the fact the same publications were often available online as well as offline. This was the case across all generational segments.
• Over half of respondants (51%) consumed user generated content such as blogging
• Television was still a core activity across generational segments - however participatory TV will become more prevelant

However from a online or search marketing perspective, there were a number of very interesting findings

• More than a quarter of consumers would rather pay for online content than be exposed to advertising
• Search engines were the primary source of a driving traffic to a website. Although search engine activity was No. 1 at 84 percent, 82 percent of respondents visited a web site because of a personal recommendation. Adverts on television (65 percent), web site ads - such as banners(55 percent) and e-mail campaigns (54 percent) followed in influence.
• More than a quarter of those survey aged 13-24 said they plan to shop online in the next 12 months
• 60% of respondants visit 10 or more websites a week
• Overall there was more receptivity to print ads - however I would bear in mind the significant difference in response rates between search engine advertising and other forms of online advertising

To read the full article in Adweek, click here

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