One GroupTargeted communication

Television advertising is no longer seen as the sole way to reach the consumer market - brand messages are now being communicated through a range of media following the take up of broadband, the potential of the internet and the popularity of devices such as mobile phones and gaming consoles.

Even when traditional advertising is used, such as television, the message needs to embrace new media to maximise effectiveness.  The Vauxhall Corsa 'C'mon' campaign is a great example involving not just TV and radio but also virals, consumer generated content (YouTube), MTV teasers, Jetwash virals etc.  The result has been a rise in market share from 3.5 per cent to 4.5 per cent, the most successful General Motors launch in the UK ever.

Niche communications have grown and whilst traditional marketing routes cannot be ignored or forgotten, the focus for communications for the future is far reaching and the challenge for groups such as Creston is to keep ahead of the curve without writing off lessons from the past.

We need to be flexible and recognise that it is not just the message anymore, it is also the medium.  More importantly, the consumer is an integral influencer in the marketing mix.