Mike Stopforth

Hi Mike

I think your 8-10% being online and therfore 8-10% of marketing budget should be online is an interesting point. However, if you had to follow that analogy and you say for arguments sake 50% of your market is on TV and 90% is on radio and 60% listens to print, you start running into some weird maths.

The point for me in South Africa was always that that 8-10% could represent a signifcant portion of your market, depending on who your market is. For example with new cars that’s far higher. One needs to draw a comparison between % of people online and their demographic/spending capability and then you’ll be able to see far better.

Interactive platforms are also far more engaging, so the question is do you want to create a 30 second spot that 50% of your market ignores or do u want to create an experience where people will spend 5 minutes interacting with you voluntarily. Traditional media people will argue for the TV, because its less work and more money.

You might not get the same number of eyeballs in the interactive experience (as compared to the supposed reach of TV), but the interaction is far more valuable.

hope this helps.
good work!