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Integrated media strategies are necessary

MediaPost Publications, 8/3/09

Abstract:

Earlier this year, Forrester Research released its five year advertising forecast which found that marketers were shifting substantial advertising dollars out of traditional media and into interactive channels such as mobile marketing, display ads, search, social media and email.

Yet, marketers who rely too heavily on interactive channels, at the expense of traditional channels, risk losing out on the lucrative boomer segment that are avid multi-media consumers. In fact, unlike other age groups, boomers consume a daily, balanced diet of media from multiple traditional and interactive sources with traditional media -- television, radio, and newspapers -- providing their daily "squares."

While the media has been focused on reporting the demise of traditional media, boomers have largely been ignoring their prognosticators and continue to use these mediums as their "go to" sources for entertainment, news and exposure to brands.

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