B&T Column: Traditional Media is Dead!

[Here is my column in this week's B&T magazine. There is no doubt social media get's above it's fair share of coverage relative to it's current standing in the market. However in order for social media to become an adopted and effective approach, we need to ensure it is positioned the right way by the right people]


Social media will replace all other forms of media within the next 5 years by making them appear irrelevant to today’s changing media consumer.

I have one word in response to this statement: BULLSHIT!

It’s amusing to see commentary like this being bandied around amongst some of the media community who are clearly ill informed and have little to no understanding of the broader media landscape. It’s not doing social media any favors making these statements and it makes the industry look amateurish. Don’t get me wrong, social media will be essential in building ongoing brand and consumer relationships in the future, but it’s never going to make all other forms of media extinct.

Marketers face multiple brand challenges at any one time that each require bespoke communications solutions. The fact is social media amplifies these solutions and creates a platform that delivers more effective and powerful communications.

There are two things that are certain. The overall media landscape will change and marketers will continue to try and keep abreast of the changing environment. Established media channels will continue to play an important and varied role for brand communications. TV provides mass reach and an emotional brand story; magazines are nice for environmental targeting; outdoor is good for visual repetition; radio works for more promotional and tactical requirements; display will continue to be an efficient acquisition medium and search will provide a powerful and cost effective way of being found.

However, the main issue with media planning now is that when the spot schedule finishes, the radio promotion has aired, the outdoor has run its course, the micro site has been built and you’ve maxed out your online display impressions, the consumer doesn’t simply switch off. The consumer is not dictated to by the media plan. This is where the importance of social media comes in.

Social media maintains the consumer and brand relationship in between traditional campaigns, tying together the brands assets, providing a forum for consumer dialogue that will only make the next campaign work harder from launch.

We are at an exciting time for social media in Australia. More marketers want to understand the consumer behavior that is enabled as a result of social media. It is extremely important, though, to position it the right way so it is not pigeon holed as the shiny new toy with no substance.

Traditional media will never be more alive with a strong foundation of social media.