Manchester focus: Has there been a balance shift between traditional and digital?

By The Drum Team | Staff Writer

Amaze

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manchester article

June 25, 2012 | 6 min read

As part of The Drum’s special report on the marketing and media scene in Manchester, The Drum looks at the role of digital, asking Manchester agencies if there has been a shift in balance between traditional and digital.

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Natalie Gross, CEO, AmazeIn part. We are continuing to see traditional making digital in-roads and inevitably this will continue for large integrated campaigns. There is a very big distinction between campaigns and the overall digital platform however, and if anything we continue to see a surge to the digital specialist for overarching digital strategy and digital solutions (web, mobile, social), as well as highly specialised niche areas such as content. It will be another two years before we really begin to see how the traditional/digital argument will shake out. Paul Austin, CD, ADZ MediaAbsolutely, but I don't think that's unique to Manchester. Even the old school 'dinosaurs' like car retailers realise that digital - be it micro sites, banners or emails - are now integral to any campaign, and simply bombarding your audience with press ads isn't enough anymore. Despite rumours to the contrary however, print and traditional media is not dead. The smartest and most memorable campaigns are the ones that use print, radio and digital together, effectively.
Karl Barker, MD, Cube3Separating out and making this very clear divide between traditional and digital is not really helping either channel. Over the last few years we have taken the approach not to divide these things in two, but to provide balanced strategies that are right for strategy and campaign. Traditional channel marketing is not on death's door, and neither is digital the answer to all prayers.
Brian Rees, chairman, The if agencyIt’s more than a shift, it’s a complete conversion to digital and it's continuously evolving.Tony Foggett, CEO, Code ComputerloveI think this discussion is perhaps a bit old now as surely digital is ‘traditional’? The shift for me is around the priority of spend and approach. Away from the traditional reliance on campaigns across paid media and more towards investment in content or and value exchange on their owned media spaces and platforms. There is no doubt that mobile has moved into a central touch point for brands and means digital can have a role throughout the entire purchasing journey.Geoff Parker, client services director, Click ConsultI think we have seen a massive shift in the last five years, however companies appreciate that all aspects of traditional and digital are important in the full marketing mix, and it is important to get the right balance depending on what you are trying to market, and to whom.Rob Mortimer, account planner/digital strategist, CheethamBellJWTIn many ways the question itself has shifted here. It’s not about a balance between one or the other, it’s about understanding both, and making them work together. Even if you are producing a ‘traditional’ ad, it is still essential to understand what effect this will have in digital spaces. Take for example our latest work for John West; we created a great idea that made TV, press and online work together seamlessly. So much so that it was featured in GFK's Roper's New Global Brand Manifesto as a great example of how brands can understand and provide information for their customers.Kate Cox, MD, de WinterWithin the media sector we have seen the balance significantly shift with some of our largest clients commissioning our social media team to deploy the latest digital communication tools. PR integration has evolved yet again into ‘enhanced digital PR programmes’ that sees traditional media campaigns enriched with social media PR. Our teams engage, interact and encourage conversation by utilising the latest technology and apps to communicate the same PR messages across all digital platforms as well as the traditional media. Today, de Winter PR teams deliver all PR campaigns across traditional and digital, a couple of years ago this was not the case.Belinda Peach, director, PeachySlowly, slowly – the Digital Fiction Factory is leading the way in TV and online content development.Andy Stones, client services director, Native StudioAre you kidding? Every project currently in our studio, without exception, has a significant and essential digital element. The ‘nice to have’ has rapidly become the ‘must have’ – with content managed, dynamic and mobile sites top of every client’s shopping list.Nigel Papworth, owner, RefineryYes, over the last few years this has undoubtedly happened, simply because there wasn’t any digital until a few years ago.Jane Hudson, MD, Forever CreativeThis year more than ever has seen a shift towards digital – it’s at the centre of every client’s marketing strategy. Most clients are asking about how they can use social media and mobile marketing to get ahead of the game. However just because something is possible doesn’t mean it’s right for every client and we need to continue to provide clients with campaigns that deliver results, no matter what the medium. We approach every brief with an open mind and sometimes the digital route is best. But just as often an integrated or more traditional campaign is the route we feel will generate the best results.Nick Rhind, CEO, CTI DigitalDefinitely every company has a digital team of some size whether it’s one person or 50. It has become part of every clients request to ask for a digital section to their brief. The biggest change is agencies are now more transparent and state more often if they have a partner agency they work with.Sponsored by:Balancing pebbles image via Shutterstock

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