Mainstream marketers will tell you that advancements in connectivity have made advertising more targeted, more efficient and a better return on investment. It's a nice theory, but modern day examples sees many companies trying to bridge all the gaps, tackling either the wrong mediums or all of them at once.
Contrary to my mainstream colleges, I offer this thought... You know what the advantage of putting all your eggs in one basket is? It is very easy to carry your basket. The more baskets you are holding, the more likely that one will escape your grasp exploding on the ground, possibly dislodging one or more of the other baskets as well.
Once upon a time there was only newspaper, then television, outdoor advertising, mail blitz, Internet, spam, the list goes on. Managing a marketing campaign and keeping all the baskets in the same hand is very difficult going in todays environment. Which is why it is impressive when companies focus on doing a few things very well, instead of many very badly.
I was searching Network 10's website trying to find when the Hawks were being aired on TV and was amazed to find they have smartened up their website to support their move into High Definition. While I was surfing, an option for a 'program beginning warning' to be sent to my e-mail or SMSed to my mobile. Zac Martin from Pig's Don't Fly also reported that Ten have started video pod casting shows such as Good News Week & Thank God You're Here. This small investment in technology has made them more engaging, involving their audience and providing consumers with an interactive spectacle that captures their imagination.Josh's Opinion
Engaging your audience is essential, by supporting their product offering with advanced Internet capabilities, channel 10 has offered extra value to their customers, not allowing them to forget their favorite show. Their bottom line can only benefit from this as they offer advertisers a more stable customer base with which to target.
Sam's opinion:
Channel 10 are focusing on keeping it simple, they are not wasting money on expensive branding exercises, instead they are branding from within, focusing on their peripheral services and supporting their core business functions. They are only carrying a couple baskets, but they are holding them firmly.
In 2006 Ella Morton of Tech and the City wrote that Channel 10's Internet offering needed a lot of work. I have sent off an e-mail and hopefully will post again soon to let you know here new thoughts.
Sam Berringer of Monash University is filling in for kelv while he is on the bench (Sam Newman style)
Josh's opinion on Sam's Opinion
Needs more jokes, kelv's always had jokes. Better luck next time
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