From Julius Caesar, to Winston Churchill, to Martin Luther King, to Isaiah Mustafa – it’s ideas that inspire conversation.
Take Isaiah Mustafa for example, he’s the least known name on the above list, but if I put his name in context of Old Spice, most people would probably know who he is. And that’s not because of any conversation generated through social media, it’s because of the idea and monologue presented in the TV commercials.
Yet despite this fact, those in social media continue to cite Old Spice as one of the top examples proving out success. What is conveniently ignored is that “The Man Your Man Could Smell Like” was already a massive success, due to a TV campaign, far before any thought of adding a social media component.
It was the idea that caused the conversation.
Due to soft online metrics and cases typically unattached to ROI, marketers are starting to understand that traditional media, such as TV is still the only choice that builds brands:
According to the latest research from eMarketer, advertisers are spending more than ever on the broadcast networks and cable, around $60.5 billion on commercial time this year, making TV the richest media segment, with 39.1% of all ad spending, up from 38.6% in 2010. The research firm attributes the share growth to the “recovering economy,” but also found the industry is expanding at the expense of other media, specifically newspapers and magazines, and to some degree the internet.
Consumers already know this.
Deloitte’s “State of Media Democracy” survey says that 71% of America rates watching TV as their favorite media activity. And 86% say that TV advertising has the most impact on their buying decisions.
It’s just the social media folks that don’t.
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