Traditional Media vs. New Media

One of the things most companies struggle with when strategizing their business is determining what marketing tactics will work for them. Every business has different opinions on what is successful and what isn’t. With all of the options we have available to us today, narrowing down these tactics can be frustrating, confusing and difficult to navigate.

Some businesses can be quick to dismiss traditional media ideas, such as radio and TV ads, claiming they have a less effective, slower reach than new media. Other businesses may not see the benefit in new media, like search engine marketing (SEM), social media and blogging. They may feel their business model doesn’t fit new media, or their consumers may not be internet-savvy, making it harder to reach them at a personal level. Let’s first understand the differences between traditional media and new media.

Traditional Media can be explained as TV, radio, direct mail, billboards, etc. It is an “push” strategy, meaning the message is being output by the business. It is a one-way, direct message that can be costly, yet instantly impactful. Traditional media is gauged by short-term results.

New Media can be explained as social media (Facebook, Twitter, YouTube), search engine marketing (SEM), search engine optimization (SEO), blogs, etc. It is a “pull” strategy, meaning it is conversational between consumer and business. It is interactive and inexpensive to campaign, and it can yield measurable progress. New media is gauged by long-term results.

While both forms of media have their positives and negatives, what several companies don’t understand is that it takes a balance between both traditional media and new media in order to successfully strategize a brand. Blending new media with traditional media in a “push-pull” tactic is about engaging your consumers in innovative ways.

• Encourage social media participation by advertising it traditionally. Include a contest, sale, special offer to promote your business, while at the same time gaining more followers in the social community.
• Use social media as a customer service base. By responding to all inquiries in a public environment and voicing your solutions to negative feedback, you are showing your care and commitment to your consumers.
• Pioneer traditional media campaigns by using social feedback from your followers. Knowing what your customers want, directly from them, is a perfect way to build new traditional media campaigns.

By using a few of these tips, you can open yourself up to more innovative advertising solutions and more impactful ways to communicate with your consumers. By bringing both traditional and new media to your business, you can achieve more reach than with either of these categories alone. Utilizing a “push-pull” method with traditional media and new media will keep a leg in both categories. It will ensure you are taking your brand to the next level, making it a breakthrough year for your business in 2015.