2017 is a defining
year in the marketing area. Promotion organization benefits are dropping.
Computerized showcasing spend is reliably expanding. Computerized advertisers
remain to pick up by customary promotions kicking the bucket. Brand trust is at
untouched low levels, twenty to thirty-year olds are getting more seasoned, and
computerized promoting just continues getting more down to earth. (Is Traditional
Advertising Dead?, 2016)
mean that traditional marketing is becoming meaningless? Of course not, but in
most cases, it has much less effect than before. Millennials may rely on their
mobile devices and laptops for the bulk of their entertainment and content, but
that doesn’t mean that they aren’t easily influenced by advertisements in more
traditional formats, according to a new study by Nielsen Holdings.
between the ages of 21 to 34 have the highest level of trust of any age cohort
in 18 of the 19 advertising formats tracked in the study, including newspapers,
TV and magazines, according to Nielsen’s Global Trust in Advertising Survey.
research suggests that Millennials are less attracted to traditional
advertising such as a TV commercial or a printed advertisement. From my small
survey, with a 135 responses from Millennials, this appeared to be in line with
these findings. One of the questions in the survey displayed 2 different ads –
a traditional and a social media advertisement -, whereas 69.4% chose to be
attracted to the social media ad (option 2).
this finding, nutritional brands still have a high value when it comes to
traditional marketing in order to influence their target group, this is been seen
in my various interviews. The TV channel is still an impact tool that they like
to use if possible. According to them, this gives an expanded audience, which
means a higher awareness. Due to recent studies that have shown young people
are watching less TV, forces them to enter the digital tour. Jules de Strooper tries
to have a balanced equilibrium of both. Still using the traditional way, such
as advertising in magazines, but linking them with their digital platform.
Alpro ensures that their campaigns coexist in parallel with all their digital
platforms at the same time.
Niememeers, organizer of the Kettle pop-up event, determine that brands
shouldn’t lose sight of the traditional ways of working. People still need to
get to know the product through a traditional approach, explicit unknown
brands. Eventually switching to a
digital marketing on the grounds that they already have created a certain
reputation and awareness.