Richard Edelman recently recapped a dinner that his PR firm and the Boston Consulting Group sponsored recently. The third point on the list caught my eye.
3) The web has scalability issues for major marketers. TV is still perceived as necessary to reach a mass audience for brand building, while the web is fine for a small advertiser focused on product choice/sales. TV is also seen as offering predictable sales results, key to a food business with a need to forecast production precisely. Of course there was a loud dissent from Wenda Harris Millard of Yahoo who described TV ads as “spray and pray.”
I'm completely on board with Wenda Harris Millard on this one. I feal like blaming "scalability issues" for one's inability to think up better, more creative, more targeted and more innovative ways to spend one's $50 million advertising budget is crap.
The opportunity for smart marketing online and off is huge. Turn your brain on and get to work.
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