Is traditional advertising dead?...

I was interested to read in a business magazine last week a prediction that online advertising is so much more effective for companies than offline marketing that soon traditional outlets such as TV advertising will die off or at least have to heavily reduce prices.

I can certainly see the point - why pay millions of pounds for a TV ad that most people ignore, are not interested in, or the product is not relevant to, when you can pay a couple of pounds to get warm leads through online advertising, where only those who are at least moderately interested will click through on your advert!

So is traditional advertising dead, or at least going to struggle? Already I have heard many mags are suffering due to the difficulty to get adverts and how hard it is to measure ROI with these mediums...

Sasha

Re : Is traditional advertising dead?

Sasha

This is an interesting question and from what we read a lot of media that could be considered traditional, like newspapers and TV channels do seem to be quite concerned about the growing trend and movement of advertising online.

Like most things I guess only time will tell...

Chris

Re : Is traditional advertising dead?

Not dead, but certainly not the be all and end all it used to be, which is probably a good thing!
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Web Design

Re : Is traditional advertising dead?

The more people that come online and embrace online marketing the better!!! There has definitely been an acceleration of smaller businesses using online advertising like adwords in the last couple of years - just look at the acceleration in income through advertising the major search engines are reporting.

Thomas

Re : Is traditional advertising dead?

Not a biased opinion there by any chance is it, Thomas?

Chris

Re : Is traditional advertising dead?

Online marketing has changed the game, not only for the advertising media but for the advertisers too. Instead of the biggest players seizing all of the high ground through the power of their promotional budgets, the consumer now has the chance to check out what else is on offer. This is why I agree with Thomas. A good product now has a chance in the marketplace against another where the most significant difference between the two is that one has a million quid of promotion behind it, while the other can have just a few hundred.

I call this liberating for all concerned.

Joe
http://www.figurewizard.com
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http://www.figurewizard.com Free Business Forecasting and Planning Online

Re : Is traditional advertising dead?

Perhaps it's dying but not as slowly as feared - I just read an article saying that ITV is going to 'only' lose something like £15m of advertising revenue next year, apparently it has lost something like four times that this year.

Hope those figures are right - I read it earlier today but I might have got my figures confused already!

Lianne

Re : Is traditional advertising dead?

Pop over to the business coaching blog and take a look at the work of Rich Schefren and in particular the Attention Age Doctrine

http://businesscoaching.typepad.com/the_business_coaching_blo/2007/11/rich-schrefren.html

Traditional marketing methods are under pressure from the rise of the internet, social media and the power of word of mouth communications. I do recommend that you read the report because it certainly made me think hard.
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Paul Simister Your Profit Coach helps you to build a bigger, better business with more profit. See the business coaching blog http://businesscoaching.typepad.com

Re : Is traditional advertising dead?

Mmm, interesting point. From my point of view, I've never agreed with traditional advertising for small business owners - I think advertising is only really good for awareness of your business (only about 1% of people will buy something from an advert) and there are much better and far far cheaper ways of getting awareness of your business than advertising (like writing a press release, article, tips sheets, newsletter, car sign, etc).

Having said that most small business owners that I meet will try advertising when they first start their business and then they will get frustrated when it doesn't work for them.

I don't think traditional advertising is dead (because small business owners still consider it as a marketing method), but I don't think it's a brilliant route to market because so often it doesn't work.

I do have a free fact sheet with 50 ideas to market your business on it which may spark some ideas for people on different ways to promote their businesses. If anyone wants a copy, please drop me an email to helen.dowling@exceptionalthinking.co.uk and I'll be happy to send across.

Thanks
Helen

Re : Is traditional advertising dead?

Tend to agree with the comments above... whilst some are worried about click fraud I think any potential losses through that pale into insignificance versus the massively untargeted nature of offline advertising.

I really can't see how any non-online advertising could ever offer targeting as good as available online, probably part of the reason that TV advertising revenue is falling year on year on year.

Tim

Re : Is traditional advertising dead?

We need some unions......
do you know Tootoo union?
How about http://union.tootoo.com?

Re : Is traditional advertising dead?

I think online advertising is also going to become more popular this year because of the economic slowdown. A number of business people I've spoken to have said while they're not scrapping all marketing/advertising plans completely, they are tightening these plans and one of the ways they're doing this is looking more towards online opportunities.
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Catherine Woods. Real Business - Finance editor; www.realbusiness.co.uk

Re : Is traditional advertising dead?

I think traditional marketing has it's place. We do DM as well as online due to our target market. There is still a large portion of the population still not online.
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Supplying tools and services to industry and consumers for over 170 years. Now we're online!

Re : Is traditional advertising dead?

I think every business, should try to do lots of different types of advertising, we do online and offline, we probably do more off line, cards, printed pens, outside banners, flyers, key rings. etc
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Phoenix Driving - Your local driving school in Cirencester and Cheltenham. http://www.PhoenixDriving.org

Re : Is traditional advertising dead?

I agree - the more types of marketing / advertising you do, the better your chance of success.