Are brands & marketers returning to traditional advertising? One of the leading Social Media Marketing Company in Noida has stated that “With the rise of social media and the digitization of information, stationary media has seen an expected decline as companies look to keep up with an evolving electronic landscape”.
“Digital marketing is the future.” Whoever was the first to make that statement was absolutely right.
During the last decade, many predicted a decline in spending on traditional marketing, which included television, newspapers, and events, as marketers shifted to social media and Google. Recent evidence suggests that another shift is taking place, one in which marketers will return to traditional advertising methods. B2C companies are leading the charge, expecting to spend 10% more on traditional methods.
Companies that generate 100% of their revenue online, ironically, are leading this transition in terms of numbers, predicting a nearly 12% increase in traditional method spending. Much of this is due to the digital landscape’s saturation; as people spend more time on the internet, they spend less time paying attention to advertisements; one survey found that 57% of people disliked ads before videos.
It’s no surprise that consumers associate those brands with negative connotations when combined with constant ad walls on websites and articles. Because platforms can control both advertising inventory and effectiveness measurement, the credibility of digital marketing performance is also called into question. The effectiveness of digital marketing is being questioned, as hyper-targeting and personalization can cause negative consumer reactions.
ARE BRANDS REALLY RETURNING TO TRADITIONAL ADVERTISING?
It is the full-fledged era of digital marketing.
Even though digital marketing has dominated ad budget growth for over a decade, traditional advertising remains important. When used in tandem, traditional and digital marketing can reach more people and build consumer trust, resulting in brand affinity and long-term growth.
Many factors are contributing to the revival of traditional media, including the impending demise of third-party cookies, increased concern about ad fraud and scepticism about measuring effectiveness, increased brand-building efforts that fit better on traditional platforms, and the growing medium of podcasting. Also, those ridiculous ads pop up and block almost the entire page of an article, making it impossible to read more than one line at a time! Marketers want to break through the digital advertising clutter because of the negative brand association with such frustrating ads.
WAYS OF TRADITIONAL ADVERTISING:
Do you know the most telling indicator of traditional media’s revival is consumer trust. This means that the vast majority of customers trust traditional advertising – print, TV, direct mail, radio, and outdoor – more than digital or social media advertising when making purchasing decisions. This isn’t surprising if you’ve ever had a bad shopping experience after clicking on a random, unknown vendor’s ad in your Facebook feed. However, it also makes sense from a System 1 standpoint. We store information more readily from a trusted source than from an untrusted source, which means it enters long-term memory more quickly. As a result, marketers can use traditional advertising to help build brand credibility and trust with jaded buyers.
There are some reasons for the same. The main reasons are as follows:
1. Many consumers express frustration with ads that clutter their digital space and often do not engage with them but are more likely to engage with advertisements in traditional media such as TV, radio, or print.
2. Customers also trust traditional media advertisements more than digital advertising. Consumers also trust their podcast hosts, with 45 per cent believing that their hosts use the products mentioned on the show.
Thus, trust is a motivating factor in resorting to more traditional methods.
3. New data usage policies indicate that data-driven marketing approaches, such as third-party cookie trackers, may be phased out soon, forcing advertisers to return to more traditional methods.
4. With the advent of technology such as QR codes, advertisers can integrate traditional methods and robust information into snappy digital tools, and digital media can also elevate traditional advertising. Similarly, some television advertisements can be targeted to specific segments of the public, bringing digital personalization marketing methods to a traditional platform.
5. There is also evidence that targeted advertisements online can backfire, with consumers disliking unfamiliar advertisements and feeling as if they are infringing on their privacy.