{"id":825,"date":"2021-01-14T06:11:14","date_gmt":"2021-01-14T06:11:14","guid":{"rendered":"https:\/\/www.3dotsdesign.in\/blog\/?p=825"},"modified":"2021-02-19T08:44:43","modified_gmt":"2021-02-19T08:44:43","slug":"dots-fired-most-creative-campaigns-are-wasted-on-digital-media","status":"publish","type":"post","link":"https:\/\/www.3dotsdesign.in\/blog\/dots-fired-most-creative-campaigns-are-wasted-on-digital-media\/","title":{"rendered":"#DotsFired: Most Creative Campaigns Are Wasted On Digital Media"},"content":{"rendered":"\n<p>Here\u2019s a topic that\u2019s open for a healthy and a constructive debate\n(unlike the parliamentary ones) where we put out an opinion in public and they\nget to either support or counter it. So, shots (we mean, dots) have been fired.\nWhat\u2019s your thought on this?<\/p>\n\n\n\n<p><strong>MOST CREATIVE CAMPAIGNS ARE WASTED ON DIGITAL MEDIA<\/strong><\/p>\n\n\n\n<p><strong>Our Thoughts:<\/strong><\/p>\n\n\n\n<p>It is a very common perception amongst any traditional advertising agencies\nthat have been creating masterpiece campaigns offline, one after the other.\nThey believe that \u201cPrint Media never dies\u201d (rather, traditional media) and put\ntheir entire energy in crafting the best headlines and designing award-winning\ncampaigns.<\/p>\n\n\n\n<p>The millennial generation might be the ones who wake up and look at\ntheir \u201csmart\u201dphones first, but the most of them wake up to read a newspaper\nwith a cup of tea. They still prefer reading magazines or a novel over kindle. The\ncurrent pandemic situation has forced publications to dive into unchartered\nterritories which were never their forte. They began to focus on areas such as\nAR-based content, interactive videos, online news, and more just to protect\ntheir readership and circulation. The lockdown pushed avid newspaper readers to\ndownload news apps and this led to an exponential spike of 453% in news app\nusage during the month of March 16-22. Around 40 local and national dailies\nwent completely online during the lockdown.<\/p>\n\n\n\n<p>When it comes to survival of the fittest, print publications with larger\nand more diverse revenue stream, broader circulation and bigger readership\nnumbers will fight through the storm and rise victorious.<\/p>\n\n\n\n<p><strong>WHY DIGITAL MEDIA IS NOT THE RIGHT PLATFORM TO SHOWCASE CREATIVITY?<\/strong><\/p>\n\n\n\n<p><strong>Our Thoughts:<\/strong><\/p>\n\n\n\n<p>Speaking of creative campaigns that go waste on digital media can be a\nreality because \u2013<\/p>\n\n\n\n<p>It is said that some habits either tend to change with time or by force.\nAccording to Indian Readership Survey (IRS) data released in the first quarter\nof 2019, print readership in India jumped to 4.4% to 425 million in 2 years. While\nHindi regional dailies grew at 3.9% &amp; 5.7% respectively, English newspapers\nsaw a 10.7% growth. Though print still has an upper hand in making creative\ncampaigns reach maximum eyeballs digital fails to do that to some extent. The\ndigital impressions, even though they seem high in numbers, do not ascertain to\nreach the right target audience because the profusion of creativity on digital\nplatform as compared to print is huge and dilated. If the showdown comes to\nreadership versus impressions, the challenge is always a nail-biting one\nbecause the winner is not certain yet.<\/p>\n\n\n\n<p>That\u2019s the reason we believe that when it comes to creative campaigns,\ndigital media treats them as yet another chunk of data. For instance, take the\nsocial media posts that are designed by Durex or Zomato. Most of them have\ngreat potential to create a definite impact in print, but they have created a\nniche in digital market. Though, in our opinion, some campaigns have their\nstrong foothold in digital, some of the digital campaigns deserve a grand stage\nin print as well.\n\nWhat do you have to say about this debatable\ntopic? Write to us, comment below or if you have stronger dots to be fired, reach\nus out on our social media handles.\n\n\n\n<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s a topic that\u2019s open for a healthy and a constructive debate (unlike the parliamentary ones) where we put out an opinion in public and they get to either support or counter it. So, shots (we mean, dots) have been fired. What\u2019s your thought on this? MOST CREATIVE CAMPAIGNS ARE WASTED ON DIGITAL MEDIA Our [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":826,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[165],"tags":[53,172,169,35,88,167,119,173,85,168,104,170,171,166],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#DotsFired: Most Creative Campaigns Are Wasted On Digital Media - 3 Dots Design Pvt. 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