Tag Archives: Digital Marketing

Why it is time to kill Digital Marketing

ad-pages-sold-by-news-magazines
You will find more statistics at Statista

Digital Marketing and Digital Communications have been so far the little arms of the Marketing and Communications departments.

It is now time to kill Digital marketing and Digital Communications. Because now everyone in Marketing and Communications should understand Digital. Digital is no longer the rare species. Digital is emerging as the future in Marketing and Communications.

The world has changed. Growing kids ignore the once powerful world of print and traditional media. You too can ignore the chart above at your own risk, but Digital is taking over offline media, very quickly.

Many top executives in Marketing and Communications still come from traditional media. Some of them treat their digital teams as those guys that manage this thing they don’t actually understand well and they don’t actually care much.

Some of them still love press clipping from print papers and magazines as their lens to see the world. They need to change or they will be changed.

As the well-respected spanish newspaper director Pedro J. Ramirez put it: “For news, the future will be digital or won’t be.

 

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Why are Ad Rates still that high for Print Media?

chart-of-the-day-ad-rates

You cannot measure the real views,
You cannot measure or track the response from the viewer,
You cannot make it interactive,
You cannot personalize to a profile, not even to a microsegment,
You cannot do remarketing,
Yet… you, marketers, still pay more for Print Media Ads. Far more.*
Why?

The reason men oppose progress is not that they hate progress, but that they love inertia.
Elbert Hubbard (1856-1915)

Nowadays, would Wanamaker allow not to know which half of his ad money is wasted?**

* According to the chart from Business Insider the Cost-per-mille (CPM) of Newspaper ads is around 10 times the CPM of Desktop/iPad ads —and about 50 times the mobile CPM.
** “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
John Wanamaker (1838-1922)

*** You can write the exact post for traditional TV ad rates Vs. Online Video ad rates.
Can any marketer explain why the insistence of making Wanamaker’s quote remain true 100 years after it was made?

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