WARDING OFF ONLINE THREAT
SYNERGY, RELEVANCE AND strong strategy are key to warding off the threat online poses to print and broadcast. Google SA CEO Stafford Masie doesn’t mince his words: “There’s fundamental change and I’d panic if I was in print or broadcast.”
Nevertheless, Masie says integrated media strategies are the way to go despite online being the undeniable future king. “The different media should cross pollinate – it’s not just a case of one eating into the other.” However, the bulk of the budget should be spent online.
Masie was a member of a panel discussing the crisis in media at Tony Koenderman’s fourth annual Brainstorm conference. Jupiter Drawing Room chairman Graham Warsop reiterated the need for an encompassing strategy but added online works better for established brands. “The test is always in the relevance and once that’s accomplished, digital will come into its own.”
Although Warsop also presented a strong move towards online, he was more optimistic about the future of print and broadcast.
However, Masie says there’s resistance from clients who “don’t grasp the massive opportunities, such as marketing to an international market”. Warsop says client education is core to successful digital strategy. Masie agrees, saying Google has focused on ensuring clients understand products rather than on generating business. Adding that their philosophy has been ensuring a few clients are satisfied rather than aiming for a large client base from the onset. Those satisfied clients, he says, would lead to referrals growing the client base.
Clients aren’t the only challenge, as the lack of broadband was described by Warsop as “unfortunate, since we take up technology so fast”. With broadband heading this way, Warsop foresees South African creatives being competitive in international cyber categories in 18 months to two years.