It has always been clear in our minds that all media channels have a valid and relevant role within a comprehensive media strategy. If a client comes to us with a scenario of the likely return from putting all their investment solely in digital media channels, we can confidently predict that this will be to the detriment of the brand in the long term.
Peter Field, in an article for MediaTel, rightly argues that traditional media will continue to play a key role alongside digital media in successful future marketing campaigns.
The objectives of a campaign need to planned for and set out in advance. Media needs to be planned according to the job it is setting out to achieve, whether that be short term sales or long term brand building. The effectiveness of each channel needs to be measured against those objectives. In doing this it will become clear that both traditional and digital channels play an important role in a successful campaign.