Traditional advertising to endure social media

CEBU, Philippines — The entry of social media may have shaken the state of traditional advertising platforms, but it will not totally wipe out the conventional way of advertising, industry leaders assured.

“Social media is not an end-all but a tool for more dynamic and experiential advertising. Improving on valuing, visibility, collaboration, and credibility will be key moving forward,” said Lilu I. Aliño, managing director of Lilu Advertising & Marketing Solutions.

Aliño, who is also an advertising educator, believes that traditional channels like print, broadcast, television, billboards, among others are still beneficial to advertising.

“Traditional channels are still beneficial in this digital-age,” she explained adding social media has also its good and downsides, such as the stream of fake news, among others.

Likewise, Cebu advertising pillar Anna Marie Conejero said traditional channels in advertising is here to stay, despite the advent of almost “free” advertising in social media.

“There will still be a market for traditional advertising in print, radio, and television. Ad budgets have just spread out. Depending on product and its audience,” said Conejero who owns advertising and events firm Graphic FX Advertising and Design Studio Inc.

“As long as messages have to be addressed to an audience, advertising will rule,” Conejero added.

For advertising experts who has been in the industry for years, advertising placements still depend on target markets—their decision processes and media consumption.

“As an advertising practitioner, (for me) the basic strategies will still be the same - targeting/segmentation, messaging, positioning, media strategy, but with more developments in digital technology such as ready access to data and tools, use of AI and more interactive platforms,” Aliño added.

Aliño said social media and traditional advertising platforms complement each other, “we just have to combine the benefits of both. You have to look at the advantages of both. Be present in all platforms, depending on the target audience.”