TRADITIONAL VS DIGITAL MEDIA IN MARKETING COMMUNICATIONS

Communicating with customers has changed dramatically since the turn of the century. Business owners have been transitioning from traditional media like billboards and radio to digital media such as paid search and paid social media ads.
 
Why have companies made the switch?

Targeted Conversation

One of the most important differences between traditional and digital marketing is that traditional media consists of only one-sided messages. A billboard, TV, or newspaper ad doesn’t create a conversation like digital channels do. With the advent of social media, ad comments, and chat boxes, nearly all of digital media maintains a two-way communication between business and consumers. This means that businesses can learn more about their customers and better serve them.
 
With a digital channel you can also reach the right person, at the right place, at the right time. This means that you can target your exact customer on their device at the exact moment they realize they need your product or service.
 
For example, a dog toy brand can use google display ads to reach dog moms on pet websites while they are looking for dog toys.
 
This targeted, two-way approach to marketing communications makes digital media far more effective than traditional media.

Integrations with Traditional media

Another reason businesses have implemented digital media into their marketing communications is that digital media facilitates and enhances the performance of traditional media via powerful integrations.
 
Due to the fact that digital marketing is geared towards connected experiences with customers, a well-organized CRM or attribution system can make traditional marketing more efficient and effective.
 
For example, let’s say that the dog toy business that was previously mentioned sends emails to its audience to encourage purchases. By tracking email opens with a CRM, the business can integrate with a software like zapier to automatically send custom, handwritten cards, postcards, and other traditional media.
 
This takes traditional media and revitalizes it to an extent that was never previously possible.

Conclusion

With the advent of digital marketing communications, business have seen an drastic increase in marketing effectiveness, and a decrease in barriers to entry. With the possibility of two-way conversations and vast integrations with traditional media, it’s no wonder many companies are using digital media or traditional media for marketing communications.

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