Traditional media is dead. Sure advertisers can still place ads on TV and in print, but even those channels have become digital. TV’s taking cues from YouTube and introducing more targeted, programmatic buys. It’s no longer just placing a spot on a network in a TV show. It can be that, but advertisers can be more targeted with ads delivered to one household. A neighbor watching the same program at the same time may see something completely different.
This post isn’t about programmatic TV. This post is about everything, even traditional media, following new rules than in the past. It’s not enough for marketers to just think of standard digital channels (site, search, social, display) as the only areas a brand needs to have a digital mindset. Marketers have to adopt that mindset everywhere and across everything.
That means a shift. A shift in mindset, a shift in approach, a shift in how traditional channels can be approached untraditionally.
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