Magazine article Marketing

Editor's Comment: TV's a Lively Corpse

Magazine article Marketing

Editor's Comment: TV's a Lively Corpse

Article excerpt

'Did you see what I posted on Facebook last night?' Not much of a conversational gambit, is it, and one that hardly competes with, for example, 'What about the chauffeur in Downton Abbey, eh?'

For all its shiny new clothes, the irony is that, in social contexts, social media plays less well than TV. The sharing of common cultural references is important, because brands seek fame and trust - two things that TV has done well at delivering.

So, it is hardly surprising that, given the opportunity, the medium will attract new brands (see page 13). This is partly because times are tough and rate-cards soft, but also because TV works as the platform to launch brands into the social space. Either way, if telly is dead, it's a lively corpse.

Many paths to effectiveness

As pragmatists realise, consumers have not been changed so radically by social media that other channels have completely lost their relevance.

Take the insurance market, for example. Success in acquiring customers depends on the timing of your communications, whatever format they take. …

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