The 'P's and 'E's of Advertising

A return to traditional advertising… can it be done?
Alisa Higgins

When you consider that the first online advert appeared almost two decades ago, today’s marketer would consider the banner ad ‘old school’. So perhaps the short answer is yes, we have returned to traditional advertising but not in the traditional sense as emerging technology continues to create new tools for marketers.
With these new tools comes more choice for the consumer. There has been more change in media consumption over the last two years than in the 30 years that preceded it. Thanks to mobile devices like smartphones and tablets, people are now spending more of their waking days interacting with media than any other activity. That’s more time than we spend working or sleeping or anything else!
Social media platforms such as Facebook, LinkedIn, Twitter and Pinterest are an integral part of our day. A whopping 97% of Kiwis have visited a social media site spending up to 15 hours on it a week. For marketers, social media is word of mouth on steroids; powerful, but it can be dangerous if treated like a traditional marketing tool.