Comments on: Media Buying Needs to Evolve!

By: Paul Dunay

Paul Dunay — Tue, 25 Mar 2008 16:00:15 +0000

Stephen
I agree Traditional media is still a part of the mix but what I want to point out is in order to truly make that media buy effective it needs to have a 2 way communication component rather than it just being all one way.
Like you said time is running out on the old tried and true.

By: Paul Dunay

Paul Dunay — Tue, 25 Mar 2008 15:55:01 +0000

Dusan
Ouch! an iron shirt sound painful but I guess that is the point – change is hard!

By: Stephen Denny

Stephen Denny — Mon, 24 Mar 2008 18:49:50 +0000

Paul:
I’d argue that traditional media is still a huge part of the mix. Search based marketing is great, as long as your market is actively searching – and many are not. It’s not that they don’t want what you sell, they just don’t happen to be looking for it … right… this… moment.
And social media is a wonderful tool, but realize that it will only reach the 1% of the market that actually reads your blog.
As for media, this is going through a sea change in how its bought and sold. You can buy TV time right off the web today on any major network for any day part. Just plug in your credit card and buy time. I know a number of new companies that are also buying directly from networks, too.
Black box solutions and magic in general are quickly running out of time. Most companies need a healthy dose of all forms of marketing to attract, catch and convert their target customers.

By: Dusan

Dusan — Mon, 24 Mar 2008 15:43:47 +0000

Paul, wait for a generation change in those agencies.
Perhaps it’s just me, but I’m getting a feeling that two-way communication is something that is hard to do if you were doing one-way for the 80% of your life?
I can actually observe just my small market, yet there are many people here that had mouth full of two-way communications when internet was not that powerfull. Now that they have the tools, they still do one-way. Even when opening blogs, they don’t answer comments they get.
So my opinion: it’s an iron shirt that is just too hard to get off.