MEDIAWATCH < The web hasn’t killed Irish newspaper readership yet
80% 70% 60% 50% 40% 30% 20% 10% 0%
online media budgets, which doesn’t reflect the actual consump- tion patterns of each. Online media in all its forms may be accounting for a quarter of total media consumption, but only a tenth of total media spending. There is little doubt that the momentum is shifting in favour of
digital as marketers look for more accountable returns from their investments. Many are no longer content just to focus budgets at the top of the purchase funnel into media that just deliver ‘aware- ness’ and maybe ‘consideration’. They now want channels that will impact on ‘preference’, ‘purchase’ and ‘retention’ too. That is why channels like search engines have grown enor-
mously, because they provide an ideal way to use media – tar- geting buyers in search of sellers, with the advertiser only paying when someone clicks on their ad. The problem with search though is that it doesn’t build brand
fame, enhance reputation or desirability. In contrast, there have been numerous examples to prove that great advertising, which is differentiated and engaging, does; and what is more, it enables the online channels to work better as a result. There have been numerous studies on the impact of different
media and people’s attitudes to advertising on different channels, and in most cases TV and print still score much higher in terms of effectiveness than most other media, including online. It is important therefore, not to see social media or search as an
alternative to mainstream exposure for your brand. The role of communications for many brands can still be about getting as many people as possible aware and entertained by the campaign and, by extension, the brand itself, and momentum can be built by creating this fame. That’s not to write off the valuable role that new media can play
in extending the brand story. The promise of the new social media channels is that they can deliver more intimate or closer brand rela- tionships than are possible through mainstream media, and at suf- ficient scale now to really make an impact. In an era of rampant cynicism, a major challenge that many companies and their brands face is winning the hearts, as well as the minds, of customers.
Any daily newspaper – Irish adults 73% 54% 74% 58% 71% 58% 71% 56% 70% 55%
Any daily Any sunday
2006 2007 2008 2009 2010 Source: Carat/Millward Brown Lansdowne – JNRS In 2010 Carat Ireland undertook a study on the sources of
brand information that Irish people trusted most nowadays. The top response wasn’t TV or the internet, it was recommendations from friends and influencers they held in esteem. Take Facebook again, where the average user is said to have 130 friends, which means that if you can persuade him or her to get involved or become an advocate of a brand, then the potential to spread the love is greatly enhanced. In conclusion, we know that consumers have responded to the
deluge of media choice by becoming adept at a multitasking approach. Agencies and marketers have begun to recognise that media consumption does not happen in the supposed sequence of old, where consumers were exposed to one media form and then perhaps later moved towards another, and media plans were constructed that way. This type of consumer behaviour demands a new way of thinking
about how brands should adapt their communications strategy to reflect the different roles that different media now play in the lives of their customers. Every element in the media ecosystem is joined in some way, so let’s avoid the simplistic tags of ‘old media’ and ‘new media’. Brands need to consider how they customise their media and communications strategy to ensure it is joined up too.
Peter McPartlin is strategy director at Carat Ireland.
Volume 5 Issue 1 2011 Marketing Age 47
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