Traditional vs Digital Media

29/9/14

 

Gone are the days where your media options for marketing are limited to print, TV or radio. Digital has produced an array of game-changing platforms for businesses to leverage off of when it comes to marketing. Different digital platforms can include but are not limited to Facebook, Twitter, Instagram, LinkedIn or Pinterest.
Five effects in which digital media have over traditional media include:

1. Level playing field:
For small businesses or start-up businesses it can be difficult to compete with established businesses through traditional media where as digital is open to anyone and can be operated with little expertise. This in turn gives everyone the same platform to start from.

2. Cost Effective:
Where a simple radio ad can easily cost a few hundred dollars and only lasts a short time, creating a business image on a digital platform has little if not no expense. A successful digital marketing strategy can replace costly advertising.

3. Greater Exposure:
A traditional marketing campaign audience is most likely to be limited to the local news channel or state channel and to reach a further audience range can end in a large expense whereas a digital campaign can potentially reach a worldwide audience. The more successful digital campaigns have the possibility of going viral and in today’s society this is when businesses gain greater exposure.

4. Simple to measure:
When using digital media there are ways in which a business can measure the success or problems with the workings of their campaigns simply and time efficiently. A popular way includes the use of Google Analytics to measure the traffic to your site and to measure your specific goals.

5. Engagement:
Digital media, especially through social media platforms, allows for immediate and constant engagement from the public to the business. Through digital marketing businesses can engage their audience to provide instant feedback or keep them up-to date with any unexpected changes without having to create a message through traditional media which can be time consuming and may not reach the audience in time.

 

While there are plenty of positive attributes for digital media there are downsides as well. For example, unhappy customers or negative comments are made more public and can be hard to control. In this instance it is wise for businesses to have a proactive strategy in avoiding a crisis of some sort.

This is not to say traditional media is irrelevant today however combining both traditional and digital media will give your businesses marketing strategies a better chance of succeeding.

For more on the change of digital media check out Annabel Dolphins’ article “Who moved my cheese” in the new issue of RED Magazine.

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