Digital or traditional?

In her keynote speech at this year’s Edinburgh TV Festival, Elisabeth Murdoch warned television executives that “traditional” players ignore new digital platforms “at their peril” and that a direct relationship with the viewer is essential to ensure survival.

Mindi Chahal

However, an annual study of 4,000 consumers by Deloitte and GFK is proving otherwise. I am one of those people that never watch ‘live’ television and Sky+ just about everything I want to watch on TV which means I can skip advertising at the highest speed available.

Not everyone is as hasty. The research finds that more than half (57 per cent) rank television advertisements as having the greatest impact on purchasing decisions of any media. Newspaper ads come in second with 15 per cent, one per cent rate online banner ads within smartphone apps as having most impact, and four per cent choose search engine ads or sponsored links.

Paul Lee, director of technology, media and telecommunications research at Deloitte, says the “traditional TV advertising model, is neither broken nor breaking.” This is because it maintained its ranking as the advertising medium with the greatest impact, by a clear margin, for the fourth year running.

How do marketers fare in this? Digital agency Amaze conducted a brand survey at Marketing Week Live! this year, which reveals UK brands have significant digital strategy failings.

The research, which surveyed 52 senior marketers of UK brands, shows that while 71 per cent have what they would define as a digital strategy, 56 per cent do not have a roadmap in place for the next three to five years, and 37 per cent admit they don’t measure the return on investment (ROI) from all of their digital activity. Also, 52 per cent say their social media initiatives are not meeting their objectives.

Not to be outdated by using Big Brother as a cultural reference but…digital or traditional, you decide.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here