With so many options for advertising today, it’s not surprising that many business owners are overwhelmed and unsure about which mediums are right for them. In this short series of blogs, we’ll explore the differences between traditional and non-traditional media and take a look at some of the platforms out there, examining best practices and benefits for each.
Traditional vs. Non-traditional
First, let’s look at the difference between traditional and non-traditional media.
Traditional media encompasses those platforms that have been part of our world since before the internet existed. They include broadcast television, cable and satellite television, broadcast radio, print publications like newspaper and magazines and outdoor, such as billboards and automobile wraps.
Non-traditional media encompasses platforms that rely on new technology such as the internet, social media, direct messaging, mobile devices and virtual reality. Non-traditional media is also referred to as “digital media”.
Whereas some might believe that traditional media is dead, we would argue that both traditional and non-traditional media have their place in a comprehensive marketing strategy. Not only do you need to be in multiple places to reach different audiences, but having multiple touchpoints with any one audience will reinforce your brand and solidify top-of-mind awareness.
Pros and Cons of Traditional Media
Traditional media can be the most effective when it comes to resonating with local audiences. Local broadcast personalities on TV and radio are often perceived as “hometown” people with an inherent level of trust. They feel tangible, and they seem engaged in their community. Therefore, connecting your product or service with them directly or indirectly can be beneficial.
Print and outdoor media are also tangible mediums and can make multiple impressions with a single message. For example, a lone print publication can have several different readers, and well-placed billboards are seen by commuters daily. In fact, research shows that billboards reinforce the effectiveness of other mediums when used together. These mediums also have a sense of longevity and can be accessed without digital devices.
However, traditional media is one-way communication and does not invite engagement except when combined with digital. It relies on scheduled distribution and requires the audience to tune in on the medium’s schedule. And it can be costly to produce.
Traditional media can still be highly effective when correctly positioned in the media mix, and it can work in conjunction with digital media to overcome shortcomings and maintain relevance.
Pros and Cons of Non-traditional Media
Non-traditional or digital media utilizes digital technology to engage with audiences in real time. It has significantly affected the way information is delivered, consumed and experienced.
With global reach and accessibility, non-traditional media is adept at reaching larger audiences for lower costs.
Non-traditional media can combine multiple platforms like audio, video and imagery to create immersive experiences. Messages can be personalized based on the target’s interests and online behaviors, making it highly targetable. And because content can be quickly and easily shared, reach is amplified.
Non-traditional media encourages two-way communication with platforms that allow audiences to interact with content, provide their own content and participate actively in the conversation. Digital production is also often less costly than traditional.
On the downside, non-traditional media can be perceived as invasive, and some audiences are leery of the ability digital platforms have to gather and utilize personal information. Also, whereas traditional media has longevity in a physical form, digital media is frequently updated and replaced.
Bottom line? Today’s consumers have a multitude of options when it comes to getting their content, and marketing is ever-changing with new platforms evolving rapidly. It is important to know your audience and their preferences, and to stay on top of new developments, embracing opportunities that can strengthen marketing efforts.
A cohesive strategy that focuses on reaching the right audiences enough times to make an impression and gain real estate in their brain requires a multi-media approach with careful measuring.
