We surely live in challenging times, with the power of computer technology propelling cyberspace communications options to greater heights on an exponential path. What sense do we make however of the numerous prophecies of doom and gloom for the future of the conventional media, and of advertising?
I have read many well thought out pieces on the looming death of paper-based and other communications, so where does this leave the future of marketing communications as we know it?
I think the internet, website, email and cellphone marketing communications present a fleeting opportunity for communication with the target market and that this can conflict with the processing time of the human brain. A kind of information overload - hence the possibility of diminishing long term brand building - in the case of many (some, but not all) brands. I guess it's the old argument of frequency vs. impact.
The conventional media, radio, print, etc present more solid opportunities for argumentative and rational communications and brand building campaigns. This is important for the B2B communication market.
Know this, however, that there is a convergence of these various media, and that they are not as seemingly in conflict as some younger, fresh-faced cousins in the creative world make out. My view is that they are completely complementary and that not one can survive without the other in this age.
Just like the co-existence of the written word (copy) with graphic devices and images. I watch with interest, but feel vindicated in my view that integrated marketing communications is the way to go.
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