Last week, I read an article that gave the ‘share of the pie’ picture of different media in India. As expected, print is still king, though TV is fast catching up. Internet is still fighting to touch 2%. Meanwhile, something else i read quite sometime back says how an online video ad gives an 84% recall as against a 54% for the same ad on TV. So, why wouldn’t brands be more digital than TV?
I might be over simplifying it by putting it that way, but the power of the medium seems to be only measured by its reach. And that’s when the marketing gurus (including self proclaimed ones) are crying themselves hoarse saying that engagement is the key (at least until we get the new term). So, then, is everyone trying for a balance? Similar to Nikhil‘s comment on a post a while back, are marketers using offline for reach and online for stickiness? You wish. Thats generalisation, but there are too few examples for me to not generalise.
While it is claimed that it is the lack of broadband penetration that is preventing the web from manifesting its true potential, I think, from a marketing standpoint, its also the mindset. If engagement was the mindset, don’t television and radio also offer some opportunities, at least some, if not the multitude that the internet provides? Interactivity still means SMS contest, without context.
So, its all pointing to the fact that different media are used with a simple logic – x numbers of my TG can be reached through that medium. And what do we do after reaching them – Why, show them our ad, what else? And until that midset changes, would it really matter if our broadband penetration suddenly zoomed?
until next time, reach out, engagement in?