As digital marketing technologies and ecosystems have grown, traditional advertising has lost some of its favour. However, the recent CMO Survey suggests that a shift back to traditional media is underway.
The CMO Survey suggests that online consumers have become increasingly numb to conventional digital ads and engagement.
They suggest, traditional ads are seeing greater engagement, while the costs associated with them have fallen.
Another trend driving an increase in traditional ad spending is the continued consumer trust in traditional formats like print and TV.
The survey found that some companies have recently reinvested in traditional advertising as a result of Google and Apple’s forthcoming cookie tracking changes.
Marketers have also started tapping into podcasts because their on-demand approach is akin to traditional radio and listeners trust their podcast presenters.
Like traditional advertising, digital marketing effectiveness is being revisited, however, the CMO Survey concludes that traditional advertising is “alive and well” and when used with digital marketing, can reach more audiences, build and maintain trust and motivate buying from consumers who might otherwise ignore marketing messages.