I am a self-professed centrist on many issues. Those who know me would not classify me as a wishy washy person and I have some kind of opinion on most everything. So, being a centrist does not mean having a lack of conviction, it simply means that on so many issues in life and in business, the answer lies somewhere between the extremes.
Americans are often big fans of extremes--we like there to be a clear winner and a clear loser, good and evil, black and white... Yes, some issues are clear, but many are more complex.
Is print dead? No. Is digital media the sole future of b2b marketing? No. Is digital media unimportant? No.
Print has been battered by this recession because effective print advertising often requires a bit more thinking and you have to be very strategic to "prove ROI" (some of my thoughts on "proving ROI" are contained in posts in August and September of 2008). A print ad does not deliver directly measurable instantaneous clicks. This does not mean print advertising does not have an important place in today's marketing mix.
By the same token, you can do things online that are simply impossible in print.
Like so many things, the answer to the question, "What does an effective marketing mix look like today?" is....it depends. In many cases mixing the old with the new in new ways is the path to greatest success. One of the many entertaining debates on this topic can be found within a recent Folio blog post.
1 comment:
Its good to be clear in your thoughts.Whether you are right or wrong its always good to speak your mind out.
Thanks
Post a Comment