Marketing South Africa

The war of the platforms

The argument around which marketing platform trumps the others, and whether traditional media is being killed by digital is not new, nor is there a simple answer. Traditional platforms –print, for example – have had to face the reality of digital disruption and adapt accordingly, while consumers have become both more elusive and demanding. Against a backdrop of a dismal economy, perhaps the question to ask is not which platform is better, but which platforms – among the many traditional, digital and experiential opportunities out there, best suit the brand, the objective and the budget. 

These days, more often than not, brand decisions are driven by budget. Sometimes an expensive TV commercial may not be the answer for a constrained marketing budget. A s... 

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