Tweaking tradition to stay relevant
Traditional media must harness the potential of modern marketing techniques and WA’s advertisers should be braver, the State’s top marketing experts say.
Perceptive Marketing managing director Sandra Brewer said advertisers were looking for innovative solutions and traditional media needed to provide answers.
“It used to be easy — you booked your ad space, reached 600,000 people and hoped one per cent of them might react, ” she said.
“These days it has to be more sophisticated.”
One example of that in action was the publication of a 32-page magazine The Weekend West for one of Ms Brewer’s clients, a premium home builder.
“So there’s a lot of effort in that, there’s a lot of content and it’s of great value to anyone who is in the target market, ” she said.
“It was very effective — but that’s a markedly different strategy to booking an ad space.”
Consensus around the table was that advertisers were looking not just for creative solutions, but demonstrably effective ones.
Jodie Sangster, chief executive of the Association for Data-Driven Marketing and Advertising, said television, for example, “would always have a major role to play” in the media landscape but it would soon evolve into a more targeted, data-driven, advertising medium.
