First, when television became widespread, the question “Is radio dying?” came up. This was, of course, a long, long time ago. However, we faced a similar question relatively recently: when people started to be equipped with smartphones and tablets. This time the question was, “Are newspapers and magazines dying?”
Even before that, during the tension between computers and television, we asked the question “Is television dying?”
“Everyone uses paper now, are clay tablets dying?!”
This question may also have been asked at one time…
It seems that humanity is so in love with its new inventions that it is quick to label previous, outdated inventions as “dying”.
Similarly, shortly after the internet and social media platforms came into our lives, we suddenly thought that offline marketing channels were close to death. “Digital marketing” suddenly declared its independence. If you remember, advertising agencies claiming to produce only for digital marketing channels were popping up like mushrooms.
However, time showed that none of the above-mentioned channels were dead. Yes, cyclically and periodically, some channels have always been and will continue to be ahead of others. However, this does not mean that other channels have completely disappeared.
In any case, the inclusive arms of communication and marketing are far, far too long to encompass only one medium or format.
As a result, at this point, the marketing world has realized the situation. In a way, the concept of “metaverse”, which has recently entered our lives and has quickly become the first item on the agenda, is the result of this understanding: Marketing strategies should be holistic, supporting and complementing each other with different channels, connecting offline and online, and projecting a projection that will create interaction on both sides.
The declining influence of any medium does not mean that it is dead or obsolete.
Think of it this way: Let’s say you have built a house on a dried-up riverbed. On the surface, you may think you are in a safe area, in your home. But the fact that this medium has dried up does not mean that you are safe. Even though it has dried up, it is still there, and when the right conditions come together, the flood waters will flow through it with all their might.
It’s a cheesy example, but it may help to illustrate the point.
In short, communicators and marketers need to approach all channels, formats and methods from an objective point of view and walk at the peak of pragmatism. Circumstances, conjuncture, target audience, the message itself and other factors may force you to use a medium you thought was “dead”.
Of course, it is a fact that video is the dominant communication format today. Brands are trying to use this area in the most optimal way. In this context, a debate similar to the one mentioned above goes on and on: “Let’s make short videos, long content is dead.”
No, it’s not dead…
We need to abandon the misconception that one method is preferable to another…
What if the process works in reverse? Let’s take a look at the short chronological flow of how we see… First, photography came to the fore on social media. Photographs revealed the moment. But we soon realized that human curiosity is too hungry to be satisfied with the moment alone. Users also wanted to see before and after that moment. But there was a small problem here. The moment needed to be expanded, but people had limited time. Short videos came into play. And in the end, “social media experts” declared the death of long videos.
But as it turns out, the flow doesn’t work that way. How do we know that only the before and after will be enough for people who are curious about what lies beyond the moment? Could it be that the desire to understand the basic conditions that make up the moment, the before and the after is next? In that case, will the more descriptive, larger and longer videos be preferred and the short videos die?!
Research by Google supports this point of view…
tween different screens, video lengths and creators is more common today than ever before. 59% of Gen Zers use short video apps to discover content and then watch longer versions of the same content.
Isn’t it amazing? And this is Generation Z!
The important thing now is to catch your target audience with a billboard while they are walking on the road or with a newspaper/magazine ad while they are sitting at home; to create the mechanism that will lead them to the digital world; to influence them with creative works, photographs, short and long videos or other forms and, as a result, to direct them to purchase behavior in online or offline channels.
Intertwined methods and channels; an integrated communication strategy… Today, this is a necessity.
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