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To simply put it:
Traditional Media is broad communication
New Media is personalized communication
DIGITAL MEDIA CAN HELP DIG OUT « NICHE » TARGET AND PUSH THEM A MORE PERSONNALIZED MESSAGE.
Have you as an entrepreneur, business owner, student or consumer asked yourself, “how do I keep up in today’s fast-paced economy?” With many things trending one day and dead the next, it’s important that we evolve with these changes and accept the fact that things change whether we like it or not. The same can be said regarding media.
The Internet has molded the way we are as consumers, allowing us the ability to find things in a matter of seconds. At the same time, traditional media still remains an integral part in our lives, allowing us to watch what we want, when we want. As an advertiser, it’s pertinent that we find and maintain a balance between both types of media.
Although new media advertising has taken its grasp on America, traditional media is still an important means of communication to consumers. Let’s take a closer look at the two, and the effects they have on us as consumers.
Traditional media, or as some refer to as old media, has been used in the marketing/advertising world for years. When related to advertising, traditional media encompasses that of television, newspaper, radio and magazine ads. These forms of communication are the steadfast ways that businesses have reached both consumers and other companies for decades. They are the roots of advertising and the most common form utilized by businesses on a daily basis. Though traditional media is effective, over the course of the last few years we have seen more and more businesses utilizing new media advertising to reach its target audiences.
New media advertising is the future of advertising. More and more consumers and businesses rely on new media advertising to find their information. Ultimately, new media advertising refers to content that is easily accessible via many different forms of digital media. When related to advertising, some examples of new media advertising include online advertising (retargeting, banner ads, etc.), online streaming (radio and television) and social media advertising. Each of these are means in which businesses have the capability to reach consumers and other businesses with ease.
As consumers, we sometimes find ourselves in a conundrum when it comes to how get our information. Now-a-day, more and more consumers use the internet to quickly find information, making new media advertising advertising pertinent for any type of business. However, at the same time, consumers still take a good chunk of time out of their day to use traditional media. On the way to work we have our radios playing, at home we have the television on watching the news, and at the doctor’s office we find ourselves reading the magazine on the end table next to us. Each of these are forms of traditional advertising that we use on a daily basis.
As consumers, we may also find that there are instances when we multitask each day. Take it from experience, there are many times when I’ll be at home watching television and at the same time I’ll be on my tablet looking up the next vacation I’m going to take. It’s at these times that as an advertiser you need to decide where the best place to put your money will be. Is it going to be running an ad on that television show that I’m watching, or is it going to be online while I’m surfing the web? For advertisers, it’s important to find that balancing act and not to strictly choose one over the other, but to weigh all the options, and find a harmonious mix between both traditional and new media advertising.
The million dollar question is this – how do we find this equilibrium between a world of traditional and new media advertising? For starters, although traditional advertising is important for businesses to effectively reach mass consumers, I highly recommend finding a way to inject a type of new media advertising into all media campaigns.
Traditional media tends to be a bit more expensive than new media advertising, but it also has the ability to reach a broad target audience. If the ultimate goal of the business is to reach a broad range of people, this is definitely the way to go. If you want to target a more narrow audience, then new media advertising may be the way to go.
New media advertising is changing the overall media landscape. New media advertising allows businesses to target ads more specifically to consumers based on their age, gender, marital status, etc. It also allows businesses the ability to track what these consumers are doing and how they end up on your website. All of these reasons make new media advertising imperative to any media campaign.
There are ways that traditional media can be tracked, but sometimes we ask ourselves is the ad targeting the people we really should be targeting? New media advertising allows us to get this data and analyze our target audience. From there, we may have a better understanding of where traditional media dollars should be spent.
All-in-all, the key to a successful media campaign is to have a well-balanced mix of media that ultimately targets your businesses audience. It’s important to not waste advertising dollars on media that won’t be effective. Take the time to analyze your business’s marketing plan and target audiences and ask yourself what types of media can be used to reach these consumers. Overall, utilizing a mix of the two has proved beneficial for a variety of our clients over the past few years.
When deciding between traditional and new media advertising, it’s all about finding equilibrium. For some businesses traditional media may not be the right choice and new media advertising is. For other businesses it very well may be the opposite. As a media guru, I encourage each business that I work with to see both sides of the spectrum and to know that there is always a way to reach the end consumer. Just because traditional media has tested the tides of time, doesn’t mean that new media advertising won’t outlast. Next time you plan your media attack, analyze all options and decide what will work best.
If you’re having trouble striking a good balance between new and traditional media or could use some advice on what options are right for your business, we would be happy to help. Give us a call at 701-478-1111 and ask to speak with a Marketing Advisor or visit absolutemg.com/contact. We have the expertise needed to develop a custom media plan to fit your needs.
Source: absolutemg.com
Your question is related to my dissertation. The topic is based on examining a new trend regarding the usage of Internet based technologies (New Media Advertising) as compared to the Television & Print Media (Traditional Media) among young generation in their everyday lives. For this purpose the researcher has interviewed the different people from the age group 25-45 years.
In this modern era of technology, the use of Computer & related Digital Devices has overwhelmed almost each and every field of daily life. One could not deny the significant presence of latest Digital devices nowadays in everyday common practices. People especially youth mostly depend on the quick and result-oriented resources instead of going through the time consuming phenomenon like Newspaper reading or watching TV etc.
“Youngsters spend a fast increasing amount of their time connecting with each other on internet enabled devices eg; desktop computers, laptops or mobile phones.” (European Youth Trend Report’09)
Carrying a laptop, IPod or Cell phone in a hand, today’s generation has now become a “Smart Walking Machine”, having all required data and information on the finger-tips. Just a single click can reveal the doors of knowledge for them. This fastest growing emergence of Internet has shorten the use of Newspaper & Television in lives.
“Internet replace TV and other media as the dominant medium, with youngsters being online upto 7 days a week on an average of 22 hours a week.” (Schouten, 2007)
Both traditional and new media are effective even today in any part of the world in terms of getting noticed or the product publicised.
As the world what we witness has shrinked to our palm, viz., we could get any information in a fraction of seconds by sitting in a place, the revolution the electronic media has brought in is really impressive and mindboggling.
Whether to utilise the traditional or new nextgen electronic media, it all depends on the size of the individual or organisation who needs to get his/their products publicised. However, with competition thickens in both media, organisations use equilibrium position to allocate funds enabling them to get maximum reach.
For instance, publicising election manifestoes, name of the party, name of the candidate, name of logo, etc. all are being published in both traditional and new channels of media.
Deathnell to traditional media cannot be thought of, for, we witness subscrition for newspapers is on the rise only worldwide, inspite of the fact that the growth of social media marketing, etc. is amazingly increasing.
For some businesses traditional media may not be the right choice and new media advertising is. For other businesses it very well may be the opposite. As a media guru, I encourage each business that I work with to see both sides of the spectrum and to know that there is always a way to reach the end consumer. Just because traditional media has tested the tides of time, doesn’t mean that new media advertising won’t outlast. Next time you plan your media attack, analyze all options and decide what will work best.
If you’re having trouble striking a good balance between new and traditional media or could use some advice on what options are right for your business, we would be happy to help. Give us a call at 701-478-1111 and ask to speak with a Marketing Advisor or visit absolutemg.com/contact. We have the expertise needed to develop a custom media plan to fit your needs.
New media advertising is more powerful than traditional. New media is Facebook, Twitter, Instagram, its more powerful and stronger than the old generation oNe,, i.e. Radio, newspapers,,,,
1-Traditional media advertisement is very expensive compared to advertisement in online environments. This indeed offers a lot of opportunities for small- and medium-sized businesses which have low marketing budgets.
2-While the internet brings new opportunities, it also brings a lot of challenges. Creating brand awareness online is a very complicated process, and it requires a lot of efforts such as monitoring and analyzing the huge amount of information the audience produces, interacting with endless number of people, and posting content here and there, etc.
3-The virtual world has revolutionized the way marketing works, and here, a third party (Google for instance) might take care of where the ads may appear (based on the client's preferences of course).
4-Communication through alternative media is a two-way process. Companies have to constantly interact with the audience if they are to take advantage of the opportunities available in the online environments.
5-The new media advertisement is unbelievably quick.
New media advertising basically relies on the Internet to promote consumer goods and services/ or raise awareness in some social issues. Traditional media advertising, on the other hand, uses TV, newspapers, magazines, billboards and the like for promotion.
As consumers, we sometimes find ourselves in a conundrum when it comes to how get our information. Now-a-day, more and more consumers use the internet to quickly find information, making new media advertising pertinent for any type of business. However, at the same time, consumers still take a good chunk of time out of their day to use traditional media. On the way to work we have our radios playing, at home we have the television on watching the news, and at the doctor’s office we find ourselves reading the magazine on the end table next to us. Each of these are forms of traditional advertising that we use on a daily basis.
New media service is more advanced and as well as effective service no doubt.
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