What really the impact of advertising "traditional" in the era or the Internet and Web 2.0 are presented as alternatives more efficient, more powerful and less expensive.
If you read me and follow me for a while you know I hate the thought dogmatic and gurus at the punch that made statements Incendiary and declare the death of all the old models and greets all over the Web.
I love the Web and the opportunities it offers to individuals and organizations, but I often find that its most ardent defenders lack of nuance and I hopping with joy when serious studies allow us to draw conclusions and to push our thinking.
I fell through Ad Age on the findings of Future of Advertising Project . The project was undertaken by the very serious Wharton School in collaboration with the Research Advertisisng Foundation .
Quelques unes des conclusions :
TV advertising loses money for most marketers – though the same study found that, for the heaviest spenders, TV overall paid out and still works as well or better than it did in similar tests conducted a decade ago.
22% of word-of-mouth conversations were sparked directly by advertising. (…) What’s more finds an even higher proportion of online buzz – 30% -- generated by ads.
The DVR study found essentially no difference in average ad recall or likability scores among household with and without DVRs.
Print is more effective than TV or online at creating purchase intent. Print advertising produces a higher sales lift per dollar than TV.
Online Search generates a higher lift in offline sales per consumer exposure than display, but that display, with its larger reach, likely produces a higher overall lift. The research also finds that display and search used together produce a higher lift then the combined effects of using either separately.
Comment j’interprète ces conclusions?
Que, tout comme 10 years ago, the marketing mix and advertising, not just one tactic that will make the success of a program or initiative.
That word of mouth, powerful but hard to control, is always influenced by advertising "traditional". However, social networks can swell the tide, either positively or negatively.
As Bonnie Raitt said "Give Them Something to Talk About" ... Ideally your product!
And finally ... No one killed the radio star! Access the web is changing our way to entertain and inform. It evolved the way we communicate and get in touch ... but does not obsolete all that preceded it.
And you, what is your interpretation?
I also invite you to read this post December 2008 on the same topic: The traditional media are the source of the process that causes the "influencers" to search the Web and share information line.
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