One of the aspects that a lot of companies struggle with when strategising their business is determining what type of marketing tactics will work for them. Every organisation has different opinions on what is successful as well as what isn’t. With all of the choices that we have available to us currently, narrowing down these tactics can be frustrating, confusing and challenging to navigate.
Some companies may be quick to dismiss traditional media ideas, such as radio and TV ads, maintaining they have a less effective and slower reach as opposed to new media. Other businesses may not see the advantage in new media, such as search engine marketing (SEM), social media and blogging. They may be of the opinion that their business model doesn’t fit new media or, alternatively, their consumers might not be internet-savvy, making it challenging to reach them at a personal level.
What Is Traditional Media?
The term ‘traditional media’ refers to non-digital advertising and marketing strategies, including the following:
- TV ads
- Radio ads
- Print advertising, like newspapers and magazines
- Direct mail
- Billboards
- Cold-calling
- Door-to-door sales
- Banner ads
Businesses have utilised these formats of advertising for decades in order to reach consumers. Until quite recently, these marketing and advertising tactics worked well and assisted companies with finding new customers. However, as the prospects and needs of customers change, marketing has to evolve as well. This has led to the rise in prominences of internet marketing strategies, and the decrease in popularity of some traditional methods. In addition it has led to the debate of traditional media vs. new media.
What Is New Media?
The term ‘new media’, which is also called digital media, consists of methodologies that are mainly online or include the Internet in some sense or another.
These methods include the following:
- Search engine optimisation
- Pay-per-click advertising
- Content marketing
- Social media
- Email marketing
Many of these methods have been around with us for several years however have only gained prominence quite recently. So when the subject of traditional media vs. new media is discussed, it’s somewhat misleading to call these methods “new” as not very many of them are new.
How Can Digital And Traditional Media Analytics Work In Tandem?
When reviewing the efficacy of an advertising campaign, it can be useful to go over both the results from your traditional campaign in addition your new media analytics. Together, these two can paint a fuller picture of exactly what type of consumer is interested in your business, which, in turn, will tell you who you should be targeting.
Having said that, just like sports betting sites in Australia are advancing all the time, these marketing methods are changing on an on-going basis. Best practices for these methods are – at the moment – dependent on their sources rather than depending on the attitudes of consumers. However, over time we may see another shift as consumer feelings change toward these methods.
Growing interactivity and greater scope of reach has led to the formation of a “Global Village” – an interconnected community which is not bound by space or borders.
