Where marketers are mistaken, is looking at this new era of promotion as a old vs new media game. Should I abandon print in favor of digital? Should I abandon TV in favor of social networks? Wrong questions…
I address this in my note .. Management Guide to Digital Marketing 2.0. Where the new digital marketer is succeeding is using paid, owned and earned media in tandem. Research shows that traditional media (paid for example) accelerates the target audience’s interactions with earned and owned. P&G has been quite successful in proving this out … .their Oldspice Youtube campaigns that went viral (and sent sales soaring) started in television, then leaked to Youtube.
These campaigns also stimulated a huge amount of activity in their Facebook presence and their other social blogs. The impressions these campaigns created in P&G’s Facebook presence went into the millions. All free because you don’t pay your fans to advocate your product (or in this case, fans actually advocated the ad!)
We’re seeing more evidence of this from March Madness.
Turner and CBS just reported a big uptake in traditional ad sales from digital viewing of NCAA tournaments games this year (a total of $60M this year vs. $32 million last year).