The Observer. 06.09.09 - ARE NEWSPAPERS TRAPPED IN A TIME WARP?
"Brand-building and display ads belong to TV and newspapers far more naturally"
"The web does some things well and some things indifferently. Otherwise, why all the millions it spends on promoting itself via TV advertising" -i,e, meerkat.com / confused.com / ebay.com.
Yes, why indeed?, I ask if its powers of communication, brand building and selling are so effective!!!
I begin to think that Social Media tools 'alone' are totally ineffective in terms of generating sales, profit and success. The deeper question is whether they are effective when successfully integrated into your brand, marketing and sales strategy?
Already it is evidenced that the cost of online advertising is falling and not rising.
UK research reveals that even among the under 25's when asked which advertising format has the most impact 75% respond TV. Only 12% say internet search advertising is within their top 3 types of ads responded to and only 8% say the same about banner ads.
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