Google Australia managing director Jason Pellegrino has weighed into the debate about traditional versus digital marketing channels by arguing consumers are more interested in engaging with content, rather than a ‘platform-based debate’.
In an opinion piece for The Australian, the new Google boss urges the marketing industry to develop better measurement of audience engagement.
The response comes after several marketing buffs such as academic Mark Ritson have come out accusing marketing executives of hyping up digital channels, while ignoring the effectiveness of traditional, proven platforms such as print in captivating mass audiences and propping up brands.
Pellegrino writes, “As people embrace multiple screens and change the way they consume media, thinking about advertising also changes.
“Current industry measurement is struggling to keep up with the changing behaviours of audiences and they make it difficult to compare across platforms. We need to work together across platforms to achieve a method of better measuring audience across screens.”
Last month Ritson argued digital marketing has been incorrectly labelled as far-reaching, versatile and immediate, while traditional channels are wrongfully labelled as limiting, non-versatile and delayed.
The industry has questioned whether the discrepancy is being caused by digital giants using their own measurement methods which contrast with those used by traditional media.
Executive director of print and paper advocacy group TSA Limited, Kellie Northwood supports Pellegrino’s call.
“We have seen businesses underestimate the role of print for the past five years and it is time that marketers begin to use credible data to make informed decisions about all marketing channels.
Northwood continues, “Established media channels have a vital role to play and often lead to an increase in return on investment when used in combination with digital.”
Pellegrino replaced former managing director Maile Carnegie at Google Australia earlier this year.
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