In fact, 89% of marketing spends are apportioned to offline channels (television, radio, print, OOH/POS, direct mail), where as online spends account for 11% of the total budget. Over 60% of budget allocation is directed to these channels. But these channels continue to garner the lion’s share of the marketing budget. True, television, print and outdoor are no longer the exalted triad of marketing. The marketing challenge today, is harnessing myriad channels that abound with multi-pronged strategies and limited budgets. The proliferation of channels – television, radio, print, digital – has affected market fragmentation, and thereby, complicated the marketing task. Digital is a part of the marketing pantheonĮffective as digital marketing is, it is but one spoke in the marketing wheel. Some experts even made the case for why businesses should invest only in digital marketing.Īlas, reality is seldom so straightforward. Numerous studies and surveys were published, ‘proving’ the superiority of online over offline marketing channels. The pundits decreed it the dawn of a new era and the demise of traditional marketing. Marketers jumped aboard the digital gravy-train, persuaded by its facility for real-time customer engagement and analytics. The Internet challenged that paradigm and opened a ‘new frontier’ in marketing.
Television, print, outdoor, were once regarded as the triumvirate of marketing – predominant media channels that transmitted the brand to the public at large.
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