One reason why you should add the Web into your marketing mix, and another reason why you shouldn’t abandon TV just yet, from Shankar Gupta of MediaPost Publications:
Although TV still dominates the advertising world, companies are turning more and more toward interactive and viral media as a way to influence consumers directly, said panelists at Media magazine’s 2006 Forecast on Monday.
“In the studies we’ve done, traditional media is a great way to raise awareness,” said panelist Steve Farella, the CEO of Targetcast TCM. “If you want to influence people, it’s interactive and individual media.”
But, said panelists, one of the major challenges online involves coping with the power consumers can wield over brand image. Panel moderator Steve Rubel, a public relations consultant with CooperKatz, cited the example of Federal Express, which came under fire after serving a cease-and-desist order to a blogger who had furnished his home using free FedEx boxes and chronicled the experience on his Web site.Panelists cautioned that companies need to show restraint in handling such scenarios, to prevent them from ballooning into major public relations blow-ups. “A negative situation tackled with a cease-and-desist order will only create a more negative situation,” said panelist Jason Heller, the managing director of Horizon Interactive.
I hope TP’s listening in ;)
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