The TV was the primary source of entertainment in the ’90s. Remember the advertisements which were famous in this period? Some ads are just etched in our memory forever. Let me take you on a little trip down memory lane.

Fevikwik

The ad demonstrates the bonding power of Fevikwik by applying it on a fishing stick to catch a big fish.


Liril

When we really noticed Preity Zinta who then went on to become an overnight Bollywood star.


Cadbury’s

That victory dance at the end of the match! The ad brings out your crazy actions when you feel really happy (dairy milk = ‘really happy’ obviously.)


We don’t see these a lot nowadays do we? These brands have gone digital and focusing more on digital platforms for product positioning, brand awareness, and to connect with their customers. Why did this shift happen?

Paradigm shift

It’s the brand positioning that has shifted as they have gotten increasingly sophisticated due to the staggering increase in the usage of digital media. With the boom in technology and digital media platforms, now it’s the advertisements on these platforms that captivate you. This doesn’t indicate TV viewers have gone down. It just means that customers are spending a lot of time online, and brands have to be present there.

Did you know that digital marketing overtook TV advertising for the first time in 2016? By 2021, digital marketing would account for more than half the ad budgets.

Why digital media?

Nowadays, people spend a lot of time on the internet as it accommodates the means for education, entertainment (basically everything). With the increased competition in video streaming service providers, the majority of people aged between 18-45 have shifted to digital media platforms to enjoy movies, songs, books, etc. due to low cost and easy accessibility. So it makes sense to position the ads in digital media rather than on television.

Merits and value add-ons

So, what advantages do digital media offer that TV doesn’t?

Target

Whether a product is developed for businesses or consumers, every product has a particular audience scope. With digital media, it is easy to target those specific audience groups by focusing on their age, demography, related interests, and so on. But with TV advertisements, even with the capture of the peak timing which garners in the largest mass of people, it is still impossible to target those particular audiences set. Even more, there is no guarantee about the ad reach and brand exposure. In digital marketing, even if the campaign ends, it tends to pop-up in the relevant search results making sure you always remember the brand.

Cost

A TV advertisement requires a substantial amount of money to create. On the other hand, digital services like SEO, running ads on Facebook and Google and other marketing activities are relatively much cheaper. Digital marketing offers tremendous value for your money as most ads are Pay-per-click (PPC) ads, meaning the money is spent only when your advertisement is clicked.

ROI

The biggest problem with TV is there could be no considerable analysis on how your money is being spent. But digital marketing offers robust and advanced analytical tools with which you could comprehend how each campaign is performing. With that data, optimizing your campaign becomes a possibility, and you could make informative changes and increase the campaign’s performance.

In the early days, as TV was the primary source of entertainment, so it made sense to display product/service advertisements to capture the attention of the viewers. But today, every service has turned digital.  People prefer Amazon or Flipkart to buy any items they require. Swiggy, Zomato, and others have disrupted the food delivery market. Netflix, Amazon Prime, and Hotstar have invaded the video streaming industry. Spotify and Wynk have taken over the music industry. Grocery, Logistics, Healthcare, and many other industries have gone digital. So it goes without saying (but I’ll say anyway), the marketing efforts would yield the best results when they are concentrated on digital media platforms.

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