Which media accelerates the other?

[Rein Vogel]

Lots and lots of theories about for example the effect of radio on internet(conversion). What is in your opinion the mediatype that accelaterates the other the best (and how)? It would be very nice to have some businesscases or examples.

Tnx,
Rein

[Jan-Willem Doorenbos]

Hi Rein,

Hierbij een pointer naar een hele interessante case van Ben & Jerry en Facebook.
http://thedutchwindmill.blogspot.com/2008/05/facebook-succes-story-...

Groetjes,

Jan Willem

[John W. Scherer]

In our case, it was television that helped with our branding efforts in E-Commerce. We've advertised on television for years, and have invested heavily in it. It continues to pay off both in sales and brand recognition.

Now that we've jumped in with both feet into E-Commerce, the branding efforts have been much easier to achieve. So far so great!

John W. Scherer
Video Professor, Inc.

[Niels Vrijhoeven]

By thinking too fast about which media to use, you tend to forget about what comes first: the concept! Most of the time, the concept (or 'story') itself gives a lot of direction to which media to use. A concept 'asks' for the use of certain kinds of media and tells us which media does not fit with it. Media that fit the concept tend to accelarate to one antoher very well. The customer, by his own will, wants to follow the story through the different media used.

Goals of advertisers are important as well (and even come before the 'concept': goals are agreed upon in the creative brief, that eventually must result in a concept): does the advertiser like to reach many people with his 'story'?: TV -ads should be used as an add-on in telling the story. Is the main goal to activate early adaptors?: stay away from TV-ads! Worst case, even worse than no conversion at all, TV-ads might (in the latter case) ruin the story the advertiser wants to tell completely. I ca hear the planner say: "But TV ads usually boost traffic to websites so well, and that is where we wanted those early adaptors to go!...". He didn't think of the intrinsic quality of the concept and its main target group...

Another point:
The concept leads to certain kinds of content. It is the content that boosts or ruins conversion to, say, a website. Is the content really fullfilling or promising for the customer? Is the concept behind the content based on true consumer insights? When the answer is 'no', don't expect to much conversion alt all... no matter which media you use.

Another issue is: how do you use a medium? Example: print ads are 'ill-famed' for having limited effect to boost traffic to a website mentioned in the ad. BUT: editorial attention in print DOES have a powerful effect on boosting traffic to websites mentioned in the article. Thus, we cannot say that print media does not convert to internet. A pseudo-knowledge fact that just isn't true.

Conclusion: it is almost impossible to say which media converts best to the other. It depends on the creative concept, the content, the goals agreed upon, and the way in which the medium is used.
I'm affraid I cannot answer your question.... ;-)

[Kelly Gomez]

It varies from market to market, industry to industry, and client to client. The biggest thing from my experience is to really define the goals of the campaign and depending on the targets pick what you have available to you and in your budget to get the message out there. I know that is pretty vague, but even within the same industry I have found there is no set formula.