Sometimes enough hype can overwhelms even the smartest media marketing thinkers among us. Such is often the case in evaluating the strategic role of digital media in the communications mix. Moreover, in a reflective moment, while the media players have turned over.
Observers from ad agencies other solar systems must must wonder whether we are still incapable of developing and executing the most cost effective media plans and buys. Is media planning a lost art? Has the world shifting to media buying without a marketing driven media strategy?
There is so much hype coming out of the digital advertising arena that we have lost our ability to truly integrate our thinking and resulting strategies.
When John Wanamaker in the late 1800s wrote, " I know that half of my advertising is wasted, I just don't know which half," little did anyone know that that little has changed by 2013. True we have many more digital toys to play with, but digital media still has not earned a strategic role in the marketing communications mix of most major advertisers.