In today's digitally dominated marketplace, the question arises whether media planners should ignore the 13% of UK consumers who aren't online. I strongly argue that dismissing this segment of the population is not only imprudent but also a disservice to the principles of comprehensive and inclusive marketing. (Katz, 2016)
The Digital Divide
Despite the rapid growth of internet penetration, a significant portion of the UK population remains offline. According to the Office for National Statistics (ONS), as of 2023, 13% of adults in the UK have never used the internet (ONS, 2023). This demographic includes elderly individuals, people from lower socio-economic backgrounds, and residents of rural areas with limited or unreliable internet access. Ignoring these groups exacerbates social exclusion and creates a digital divide.
Economic and Social Implications
From an economic standpoint, the offline population represents a substantial market. The House of Commons highlighted in their debate on digital exclusion that offline consumers often include older adults who may still have considerable disposable incomes but lack the confidence or digital skills to access internet purchases (H.C, 2024). By neglecting this segment, businesses lose potential revenue and fail to tap into a demographic with significant purchasing power. Moreover, media strategies focusing solely on online channels perpetuate social inequality, as they exclude those who cannot access or afford internet services. Social responsibility also includes freedom of purchase and the right to be able to shop affordably in today's society.
“Pay more for goods and services because they cannot access price comparison sites or shop around for deals. Research by the Centre for Social Justice has found that customers who cannot shop online pay 25% more on average for a range of products, including insurance, food, and mobile services.” (H.C. 2024)
The Importance of Inclusivity in Media Planning
Inclusivity in media planning ensures that all consumer segments are addressed, fostering brand loyalty and equity. Brands that engage with online and offline audiences are seen as more inclusive and socially responsible. The Chartered Institute of Marketing (CIM) underscores the importance of reaching out to diverse demographics to build a more comprehensive and effective marketing strategy (CIM, 2021).
Effective Offline Media Strategies
Several effective offline media strategies can reach 13% of the offline population. Traditional media such as television, radio, print, and outdoor advertising remain powerful tools. For instance, TV and radio ads can effectively target older adults who spend significant time consuming these media forms. Print media, including newspapers and magazines, remain vital in rural areas where digital access is limited. Outdoor advertising, such as billboards and public transport ads, ensures visibility among all demographics, irrespective of their online presence.
Case Studies
Consider the example of Procter & Gamble, which successfully utilized digital and traditional media to target online and offline consumers. Their campaigns demonstrated that traditional media could drive significant engagement and sales, particularly among demographics less active online (Marketing Week, 2023). This approach enhanced their reach and reinforced their brand presence across multiple touchpoints. Inclusivity plays a major factor alongside accessibility to advertising and is an important element marketers need to consider in their diversification in product marketing.
Chief brand officer for P&G Europe, Taide Guajardo, says the FMCG giant, which makes brands such as Pampers, Ariel, and Head & Shoulders, is committed to making advertising more accessible for those with hearing and visual impairments because it believes it is ‘good for growth, good for people and good for society.’” (Marketing Week, 2023)
Conclusion
In conclusion, media planners should not ignore the 13% of UK consumers who are not online. Doing so overlooks a significant market segment and perpetuates the digital divide, reinforcing social and economic disparities. By embracing online and offline media channels, brands can ensure a more inclusive, equitable, and effective marketing strategy. The future of media planning lies in a balanced approach that acknowledges and values all consumer groups, fostering broader engagement and driving overall business success.
References
Office for National Statistics (ONS). (2023). Internet Users, UK: 2023. Available at: https://www.ons.gov.uk (Accessed 23 Jun. 2024).
House of Commons (H.C.). (2024). Debate on Digital Exclusion. Available at: https://researchbriefings.files.parliament.uk/documents/CDP-2024-0041/CDP-2024-0041.pdf (Accessed 23 June. 2024).
Chartered Institute of Marketing (CIM). (2021). Diversity & Inclusion: Are marketers doing enough? Available at: https://www.cim.co.uk/content-hub/editorial/diversity-inclusion-are-marketers-doing-enough/ (Accessed 23 June. 2024).
Marketing Week. (2023). P&G’s Brand chief On why Prioritising Accessible Advertising is ‘Good for Growth, People and Society. Available at: https://www.marketingweek.com/pg-accessible-advertising-growth/ (Accessed 23 June 2024).
Katz, H. (2016). The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying, Routledge, 2016. ProQuest Ebook Central. Available at: https://ebookcentral.proquest.com/lib/falmouth-ebooks/detail.action?docID=4658693 (Accessed 1st July 2024).
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