TOP 3 DIFFERENCES BETWEEN DIGITAL & TRADITIONAL MEDIA

Oftentimes businesses have to make strategic decisions with their marketing channels and mediums, but it can be difficult to assess the benefits of digital media against traditional media.
 
These are very different types of media with very different capabilities in terms of marketing and interacting with target audiences. Let’s take a look at the top 3 differences between digital and traditional media and the implications for your business.

1. Pull vs Push

The push-pull dynamic of digital and traditional media is very apparent. Digital media tends to “pull” consumers by attracting them to your business while traditional media tends to “push” consumers to your business.
 
Digital media intercepts consumers at the time that they are searching or interested in your product. For instance, if a consumer searches for blue dress shoes and your shoe company’s google ad intercepts them, this is an example of digital media’s “pull” effect.
 
On the other hand, traditional media tends to generate demand by introducing products consumers weren’t necessarily searching for, hence a “push” effect.

2. Two-Way Conversations

Digital media offers consumers the opportunity to interact and engage with your marketing efforts to provide feedback, share experiences, or offer enthusiasm. A great example of this is social media, where a simple post promoting your product can garner tremendous attention, likes, shares, comments, responses, reviews, and so much more. 
 
Unfortunately, traditional media such as newspaper ads, billboards, and magazines don’t truly offer the 2-way communication that benefits marketing efforts. This hinders your business’ ability to gather information, understand your audience, or expand your share of impressions.

3. Micro-targeting vs. Macro-targeting

One of the most important factors to consider, micro-targeting is one of the key benefits of digital media. With advanced targeting of behaviors, interests, and demographics, digital media offers significantly better targeting parameters than traditional media.

Traditional media can generally target individuals geographically or by a general interest, such as a magazine subscription. On the other hand, digital media can get your message in front of the exact person who needs your product regardless of their location.

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