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marketing has transformed the marketing world, it is biased to say that digital
marketing alone provides best value to a brand and its image. Mostly marketing
depends on the kind of audience to which you want to convey your message. In
Pakistan for example, according to the statistics of 2016, only 17.8% of the
total population has an access to internet or digital marketing. The rest of
the population depends on traditional media tools for getting information about
products and brands. Apart from Pakistan, many developed countries are also
dependent on traditional media tools for advertisement. One of the biggest
examples of this is Facebook advertising on billboards and TV all over in UK. A
brand if not present on digital media is considered backwards, but the real
sales generation technique is still dependent on traditional media (Therine Goh, 07 October 2015).
A study carried out on
traditional media use of journalists and audiences in Sindh province shows that
still most of the audience in Pakistan and in Sindh province depend on
traditional media for getting information about brands and updates. The widely
used medium for marketing and information is first, newspaper and then second,
television. It included 550 respondents
that were journalists and questionnaire were given to them regarding media
consumption in the province of Sindh. The results showed that 52.2% of the
journalists perceived newspaper to be the most consumed media tool by audiences,
then comes television and then radio. Even though it is said that media
environment has diversified yet available industry data leads us to the
conclusion that online media has still not replaced traditional media (ibid,
2006). The reason to this is even if there is an increased amount of people
using internet in Pakistan, there is still a large amount of population that is
deprived of online media and is dependent on the traditional methods of
information. Companies cannot turn towards online media if their target
audience is not present there (Memon, December 2014). Most of the working
class that is the decision maker of purchase of products is reliant upon radio
and television on getting the information about companies. They do not have
time to see online advertisements or click on the ad coming on their screen. Most
of the online adverts are ignored by the working class. There is a fraction of
people who click to open the online ads and actually see them.
Most of the decision
makers for purchase are still adults in Pakistan who consider products on
traditional media as credible and authentic. More than half of the people
having an access to internet still trust newspaper, TV, magazines, radio, and
billboards more than online media. Thus the optimal strategy would be to create
awareness through traditional media marketing and then capitalize later on the
recognition through online or social media. Traditional media in Pakistan
allows companies to start a conversation with more potential customers (Why Traditional Media is Still Important?, n.d.). Mediums like TV,
print, radio and billboards reach thousands if not millions of viewers at a
time. Companies are sure that the money they are spending on traditional ads is
reaching real consumers all the time. On the other hand 60% traffic on social
media is non-human and most of the people do not even see online ads (Therine Goh, 07 October 2015). Out of $600-$700
million budget that is spent on TV, radio and billboards only 3% is used for
online advertisement in Pakistan. This shows how much the audience are still
inclined towards traditional methods of media (Jehangir, December 5, 2016).
Unilever carried out a
study among brands and advertisers to find out why Pakistan is lagging behind
digital marketing. It was found out that there is lack of willingness to accept
the change on behalf of brand managers and advertisers. At the same time
advertising agencies are mainly relying on conventional media for marketing.
However some companies have also brought change in their marketing techniques.
For example Unilever and Nestle have increased their 100% budget in digital
marketing campaigns. One of the major reasons for companies not adopting this
method is the quality output of digital advertising. Consumers do not believe
the content displayed on social media and most of them do not even click the
posts. This makes it a challenge for advertisers to adopt to new method (Jehangir, December 5, 2016).
Thus the best technique
to carry out a successful marketing campaign in Pakistan is to combine
traditional media with digital media. The same message that was published on
newspapers and magazines should be displayed on websites but it should be short
and attractive enough to gain customers attention. Make a press release,
attract your audience and then retain them through social media.
Jehangir, M. (December 5, 2016). Online Advertising;
Why Pakistan’s ignoring a billion dollar industry. morenews .
Memon, B. (December 2014). Traditional Media Use of
Journalists and Audiences in Sindh Province,Pakistan. Review of Journalism
and Mass Communication.
Therine Goh, C. &.-F. (07 October 2015). WHY
TRADITIONAL ADVERTISING STILL WORKS. Marketing Magazine.
Why Traditional Media is Still Important? (n.d.). Retrieved from adwise marketing and