When Should Online Come Before TV?
Five questions to help you determine when the Internet should be primary.
Five questions to help you determine when the Internet should be primary.
There’s been a lot of talk in recent years about how TV is losing its audience and, thus, its effectiveness. Many people believe it. They’ve seen the statistics. They’ve read the news stories. They may have even experienced an evolution in their own media consumption habits.
Others simply can’t imagine TV isn’t the best way to move consumers to action. It makes sense to feel that way. TV has dominated the media landscape as the sexiest, the most effective medium for decades.
How do you convince these people online makes sense?
I’m sure you have clients or potential clients who’ve never spent money online or have spent very little. Imagine presenting one of them with a media plan for the coming year and suggesting they move 75 percent of their budget to interactive media.
That’s a big leap for the client to make. Is it the move they should make? Sometimes. The real question is: When is a move like that the right thing to do?
There are a number of factors to consider before making the decision. However, if you can say “yes” to the following questions, feel confident in your recommendation to put online first. Ask yourself:
Ideally, a media mix should work together, each medium exponentially enhancing the other. For example, I recently wrote about media meshing, in which you use the Internet to enrich a TV experience, intriguing the audience with TV and allowing them to dig deeper into the brand experience online. I’m not suggesting you should pick one or the other. But there are times when the Internet should be the primary driver in the media mix.
If you’ve done the analysis and it suggests online is right, go for it. If you have other ideas on when online is right, hit me.