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none: How Much Skin Should We Place in the Digital Game?
Sort of like when you read about the newest “fad” diet that claims you can eat watermelon for two weeks straight and lose 20 lbs., some marketers claim that going on a fully digital diet is the only way to create awareness and convert sales nowadays. But, is that the right way to go? Common sense tells us health and weight loss is a combination of eating right, exercising and other extenuating factors… so doesn’t it make just as much sense for a healthy marketing plan to contain a mixture of tactics to get truly noticeable and sustainable traction?
We’ve put together a few studies that show the importance of maintaing a mixture of mediums when considering your advertising and marketing plans:
- Does Digital-Only Work?
- Print vs. Digital Media: The Death of Print?
- Cross-Media study shows print advertising has highest ROI
So – next time someone tries to prescribe a “fix-all” in advertising, whether it be all digital, print, TV, think about it for just a minute longer. Advertising is within in the “Promotional” realm of the Marketing Mix (Product, Price, Place, Promotion), and that “Promotion” requires casting a wide net. Don’t make the mistake of alienating potential customers by neglecting the media on which they spend the majority of their time.
