Digital marketing is the future. There is no denying that and even Mark Ritson admits it in colourful fashion. https://mumbrella.com.au/mumbrella360-video-beyond-digital-marketing-keynote-mark-ritson-381972
He also argues that the “hype” around digital marketing is basically a facade that is manipulated by the media and that traditional marketing is still clearly very dominant. To an extent he is right and traditional marketing is far from dead without a doubt.
However I think in Ritson’s keynote he is too quick to dismiss millennial’s actions as the result of being young. The statistics showed around 85% of media is watched on tv in the general population compared to around 65% for millennials. That’s a significant gap and I think the notion of being more active when younger is not a feasible reason for such a difference. Also it could also be argued that young people enjoy staying home more than ever with so many options of entertainment available that give users freedom of choice with laptops to watch youtube or Netflix, phones to listen to Spotify, and gaming consoles that allow you to play with anyone in the world.
This difference is being fuelled by a change in eras. More and more generations are going to grow up with high technological use while each one exceeds the one before it. The decline in traditional media use won’t be a steady figure but rather a snowball with each year getting bigger than the last.
Traditional media is also kept afloat dominantly by very fundamental programming with the biggest example being sport. I could not count the amount of times i’ve heard “Foxtel is only good for sport otherwise I wouldn’t have it at all”. Sport is well in the traditional media domain because people love to watch sport together, sometimes talking about it with a mate is better than the actual game at hand. But even streaming websites for sport are starting to gain some popularity (Kayo sports could be a big player in the market very soon) and smart tvs allow use of these websites on a bigger platform.
The TV is the ultimate medium for media as has been the case for decades and it will continue that way for many more. With digital media beginning to become much more accessible through a TV it’s very clear to see that digital marketing is coming to an age of dominance sooner rather than later.