Close
 

Digital: Fool’s Gold for Marketers

  • In Association with ACA
  • April 5, 2018
Digital: Fool’s Gold for Marketers

What if digital was fool’s gold for marketers? Sold a dream that would never live up to the expectations of the sustainable medium they were promised. Print holds its place in the marketing mix today, more than ever before, as a credible and verifiable medium against its digital competitors. Have marketers gone too far too quick? How are established medias out-performing?

It’s no secret that digital marketing has exploded into every marketer’s toolbox, however by Google’s own admission, 56% of digital ads served are never seen, and if they are seen, the average dwell time for a digital ad is just 0.9 seconds. Consumers aren’t viewing digital ads and are working out ways to avoid and ignore them. It’s time for marketers to revisit their digital ad spend firstly to work out the overall impact of digital advertising and understand why print advertising is critical in gaining reach.

The digital ad crisis of 2017 for Google and YouTube’s has been well documented. Global debate sparked about the safety of online marketing after London based Times newspaper reported ads were running alongside YouTube videos that promoted terrorism. The Google incident saw their biggest marketers AT&T and Johnson & Johnson stop spending on YouTube advertising, reportedly costing hundreds of millions of dollars in lost business. From this scare, marketers were forced to rethink their online marketing strategies while brand positioning was being challenged as ads began popping up in the dark corners of the internet.

With this ongoing debate of the unpredictability of digital, one of the world’s biggest advertising investors Procter & Gamble (P&G) put it to the test by cutting out $200 million of digital ad spend throughout 2017. Chief Marketing Officer, P&G, Marc Pritchard revealed the cuts eliminated 20 percent of its ineffective marketing and increased its reach by 10 percent. This shows a clear indication that digital ad spend can be excessive and wasteful as it’s not gaining optimal reach – one of the big dreams marketers were sold on. This is supported in the 2017 Toluna survey revealing that 76% of New Zealanders don’t pay attention to online advertisements. Marketers need to ensure they aren’t wasting their precious marketing dollars on effective advertising, rather invest in channels that deliver results.

The argument isn’t digital doesn’t have a place in the marketing mix, however do we know what role it has? Its strengths lie in the ability to offer easily accessible information and assist with quick transactions. However, when a brand is looking to shift consumer thinking, gain brand equity and have an extensive audience reach, print marketing is delivering the best results. The recent scandal seeing Facebook lose trust with the breach of leaking personal data is reinforcing print as the most trustworthy and credible channel as cracks start to shatter the digital dream. Facebook used print to ‘apologise’ to their users showing that they knew about the trust factor of print and used it to their advantage.

Not only do consumers trust print, it also delivers results. Established medias produce proven media currencies including engagement. Not-for-profit organisation ‘It’s Not OK’ teamed up with NZ Home – a magazine that presents flawless architectural interiors – to utilise the features of print to address the terrifying subject of domestic violence. Traces of domestic violence such as a smashed vase and blood stains were evident throughout the pages in the magazine. As the pages went on, the more disjointed the house became displaying hidden telling of abuse. It was a dark message that was delivered successfully with the results showing 25% of the New Zealand population were sparked to have a conversation about the issue in just one week. ‘It’s Not OK’ leveraged print, in this case NZ Home, knowing the impact of its reach and ability to talk to many readers. The organisation achieved their goals of raising awareness by investing in print as opposed to online advertising, which would have been ignored anyway.

The ‘digital dream’ marketers were promised is slowly diminishing. It’s time for marketers to refocus their skills to effective, results driven marketing tools – an area established medias, particularly print, perform well in.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Kiwi Property makes $138m net profit for the year

  • News
  • May 21, 2019
  • Radio New Zealand
Kiwi Property makes $138m net profit for the year

Kiwi Property has reported a strong full year underlying profit, as it continues to reinvest in its Auckland retail and office properties.

Read more
 
 

Thankyou’s latest campaign combines scent and charity work

  • News
  • May 21, 2019
  • StopPress Team
Thankyou’s latest campaign combines scent and charity work

Australian charity product organisation Thankyou has launched its latest Kiwi campaign, combining that fact that 100 percent of its profit goes towards helping end global poverty with its use of perfume-grade botanical oils in its products.

Read more
 
 

From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

  • Design
  • May 21, 2019
  • Idealog
From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

Most people would be in agreement that bugs, planters and room dividers don’t have much in common, but Matt Genefaas and Dan Craig would beg to differ. The two juggle running an edible insect company, Crawlers, as well as a homeware company, Made of Tomorrow. Genefaas has a chat about what the new furniture range, Space Between, was inspired by, as well as how him and Craig spend their days in slashie roles moving between pushing dried insects to the world, as well as polished mirrors and space dividers.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Why is the next generation so anxious? Here's how young founders can avoid burn-out

  • Opinion
  • May 21, 2019
  • Jennifer Young
Why is the next generation so anxious? Here's how young founders can avoid burn-out

There may be good reason to be concerned about our young entrepreneurs. Millennials and Generation Z have been labelled generation burn-out, generation snowflake and described as narcissistic, entitled, tech-dependent and fragile. They’re also oversaturated with headlines about the raft of issues like climate change they have to tackle, plus concerns about the impact of technology and social media on their mental health. Jennifer Young explores possible reasons why the younger generation is so anxious, as well as what young founders can do to avoid burn-out.

Read more
 
 

Vodafone NZ sold to private investors for $3.4b

  • News
  • May 21, 2019
  • Radio New Zealand
Vodafone NZ sold to private investors for $3.4b

Infrastructure investor Infratil is teaming up with a Canadian investment firm to buy the local operations of Vodafone for $3.4 billion.

Read more
 

Readings present revised plan for Courtenay Central

  • Property
  • May 16, 2019
  • Radio New Zealand
Readings present revised plan for Courtenay Central

The company that owns Courtenay Central in Wellington says it has big plans for redeveloping the complex - which is closed due to earthquake risks.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}