Established Presence Continues: Traditional Media Remains Relevant
In the realm of advertising, the landscape has undergone a significant transformation, with the shift from mass media to online platforms redefining the way brands connect with their audience.
Blaise Pascal once said that the charm of fame is the attraction to any object associated with it. This sentiment holds true for brands, as advertising in mass media granted instant fame to brands, providing immediate differentiation from non-advertising competitors. Major companies like Procter & Gamble, Unilever, and Coca-Cola have invested billions in mass media advertising in recent years, while also advertising on online platforms like Facebook, Instagram, and Google.
However, the internet has shifted the focus of advertising from fame to response. The response to an ad, rather than its fame, has become the primary focus. This transformation is evident in the strategies of mass media giants such as Facebook, Instagram, and Google, who, despite their dominance in the digital marketing sphere, have spent billions on mass media advertising, contradicting the case they might make for advertising on their own platforms.
Despite this shift, fame should still be the goal of most B2C brands. Fame creates more fame: every brand exposure, like seeing an Apple logo, adds to the overall perception of a company and its products, making them stickier, more substantial, and harder for negativity to impact. Brands like Coke continue to spend a fortune on additional exposure because fame is hard-won and easily lost, as demonstrated by the decline of brands like Atari, Christian Slater, and 118 118 runners.
Mass media channels aimed to reach as many people as possible with each execution. In contrast, online ads are experienced in a solitary manner within a user's personal digital space. This shift has led to the development of personalized ads, tailored to individual users, making it unclear if anyone else has seen the same ad.
The mix of advertising channels has changed, but traditional media choices aren't going away until something else comes along that can effectively add fame to a brand. Mass media conferred legitimacy on brands, implying that they produced good products. This association with credibility remains valuable in today's digital age, where trust is a crucial factor in consumer decisions.
Fame isn't entirely self-perpetuating. It needs constant support, especially for large brands like Coke, as easing off on ads could lead to a significant decrease in brand recognition by 2050. Therefore, a balanced approach, combining the power of mass media with the precision of digital advertising, seems to be the key to success in the modern advertising world.
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