The notion of advertising has changed dramatically. Technology has subverted it, twisted it, and re-shaped it forever.
However, these shifts have not altered the definition of advertising—it’s still about getting someone buying what you’re selling.
But, these days many might question the effectiveness of advertising anywhere other than in the online world. Everyone’s attention is on the world wide web, right? Well, yes and no.
Mark Ritson, award-winning columnist and marketing professor, contends that we don’t need any distinction between digital marketing and ‘traditional’ marketing. At a presentation in Melbourne in 2016 he argued that the success of any advertising is about your strategy.
So, is there any point advertising in offline media? Take the humble billboard as an example. We here at Dando have just launched our very own billboard and we couldn’t be happier with it!
Yes, we specialise in digital—but to us, advertising is advertising. We embrace the established and the new. After all, people still read newspapers (even if a lot of them do so with technology like phones and tablets). People still go outside and see billboards (even if they are mostly looking at their phones—but, hey, they’ve got to cross the street at some point).
The cool thing is that with just about everything on the Internet—what isn’t there becomes a bit more unique.
Traditional marketing options have even seen a resurgence as a result of the sheer prevalence of digital advertising. Using an ‘old-school’ method can actually differentiate you from the often chaotic and crowded online sphere.
The key is in the strategy, more so than the medium. New methods should and must be embraced, but past ones should not and must not be forgotten. They’re not mutually exclusive. If you get the strategy right, then your targeted audience will find you.
The devil is in the detail—and the ghost outside the machine might just be what makes the difference.
Check out Dando’s new billboard! Let us know what you think via our social media channels below!
And if you need marketing guidance, we are Dando. Contact us on 1300 932 435 or firstname.lastname@example.org