All eggs in the digital basket? I think not

Please read this. On the face of it, this is going to sound like the typical rant from a sabot-wearing luddite clinging on to the past and all too ready to throw his wooden clog in to the digital machine in a vainglorious attempt to stop all and sundry reaching the sin-kissed digital utopia. Not a bit of it; beware the media hipster, that’s all.

Digital media is becoming more and more important for all of us; the Big Red Moose digital division is very busy as a result, and for any client, B2B or in particular, B2C, ignore this area of the media at your peril. Equally, we believe, ignore the rest of the media at your peril too.

Our barista at the digital media agency would have you believe that his is the only real and credible route to market. He’s probably right if all those you need to talk to are of his ilk, and besides anything else, he would say that, wouldn’t he?

There is, then, an assumption in our fictitious friend’s community that if it’s new, modern and funky, it must be best. Not necessarily so; we have choice, and while that still remains the case, if you are to assume anything, make it that customers may choose different ways of consuming their media.

If I’m wrong, then would someone please explain to me why at least half of terrestrial television commercials are advertising websites or phone apps? Can the advertisers not reach them digitally or something?