After reading aloud a recent quote from one of BT’s chief brand and marketing officers, Zaid Al-Qassab, it certainly raised a few eyebrows in our team.
“Inside a corporation, the word digital drives people to look at all the wrong metrics such as cost-per-click and likes. They over-invest in digital and forget their message.” – Zaid Al-Qassab, BT.
This was ringing in my ears when I drove into work the following day. I was stuck behind a Stagecoach bus in rush hour Gosforth traffic.
I studied the bus back ad of what could have been a lovely inspiring ad campaign.
But the font size was way too small for the media.
And so the war on digital versus traditional continues. I’ve worked in advertising for nearly 20 years now and I’ve been brought up to know that less is more when it comes to ads and copy needed to be big enough to grab my attention (the driver stuck in traffic), behind the bus.
At Vicki Stone Marketing we work with clients on integrated advertising to work across a multitude of changing traditional and digital media channels.
I remember when I worked on the team to launch a National TV campaign with a £6m media spend, with excellent creative and we went on to win numerous amounts of creative and IPA effectiveness awards. We didn’t have much in the way of measurement, but we did have the best media planners, buyers and creative teams to make the campaign memorable and achieve success.
Nowadays marketers have so much more measurement tools, so they can see how many impressions their On Demand TV campaign has made, or how many interactions their social media campaign has achieved.
It’s important we don’t forget the fundamentals of advertising which are good planning, campaign management of a good creative idea that translates and engages with the target audience.
On April 27th I’ll be delivering the next of our Marketing Lunch & learn events in Newcastle titled Is traditional advertising dead? The event is for in-house marketers who don’t get out much, to meet other like-minded marketers for an informal lunch and networking and they get to learn something too.