By Mike Carberry
Call me old-fashioned, but I think some big agencies and advertisers might be taking their eyes off the ball when promoting their brand. Social media is important, and should certainly be a part of the marketing mix but the vastly more powerful promotional tools are television, radio and print.
It’s one thing if you specialize in digital marketing or your focus is social media. It’s another if you have the responsibility to promote a brand to tens or hundreds of millions of Americans.
Nobody doubts the power and potential of digital advertising and social media such as Facebook, blogs, Twitter and whatever will pop up next to connect communities. Some of the most vocal companies who tout the promotional power of social media are Procter & Gamble, McDonalds, General Motors and many other Fortune 200 companies that spend millions to promote their brands. Many major public relations firms and advertising agencies spend much of their time and public voice discussing their expertise in social media.
Take a look, however, at where advertisers actually spend their promotional dollars. Looking at various Ad Age, TNS and ZenithOptimedia estimates of spending by medium we consistently see, on average for all US advertisers, over 90% of total spend on traditional media. Some categories like computers, software, telecommunications and financial services will allocate more to display ads on the internet but even in these categories they spend 80% or more on magazine, newspaper, outdoor and, above all, on television.
For the next few years at least, television remains the dominant way to reach and motivate the most consumers to buy, change their behaviors, vote, etc. Other than PR firms and ad agencies that focus primarily on Internet marketing and promotion, full service firms, and their clients, should not lose sight of where they need the greatest expertise…television.
PR firms with clients needing extensive message reach need to stress how they can get significant and frequent broadcast coverage for their clients. For most, a primary focus on the Internet won’t do it. A press release isn’t enough. Special events might be one answer assuming there’s a reasonable chance of substantial broadcast coverage.
In my opinion, ad agencies need to spend more media time discussing what they’re doing to nurture creative talent and produce cutting-edge TV commercials.
Don’t misunderstand me. Social media as a promotional tool definitely has its place. It’s just that for the foreseeable future the smart money should still be on traditional media to maximize sales, create positive brand perceptions, influence votes, etc. If your job is to promote a brand, a candidate, a company, a behavior and the like to lots of people it’s at your peril to focus primarily on social media to the detriment of television and other traditional media.
This is my opinion. And others will probably avidly attack it. But, remember…. I’m old-fashioned.
Mike Carberry is CEO of Priam Communications LLC
He can be reached at mcarberry@priamcommunications.com